Although some people naturally engage with library and information services many others do not. The ‘non-naturals’ need to be persuaded that the service is worth investing the time and effort for the value it can bring to them. A series of one-off high profile outreach, advocacy or marketing activities is, of itself, unlikely to be powerful enough to persuade the ‘non-naturals’ to engage in any meaningful way. Plan in the short term (one year), medium term (three years) and long term (five to ten years). Given the high degree of uncertainty in the modern world the long-term plans are likely to be little more than strategic intent but the one- to three-year plans require detail, focus and commitment if engagement is to be sparked and developed.

Sometimes library and information staff are disappointed by the results of their engagement activities. In an attempt to encourage engagement public librarians may have dressed up as cartoon characters, academic librarians may have exalted the virtues of new online database subscriptions, and company librarians may have offered drop-in sessions with coffee. All these activities have good engagement principles driving them but the results of such activities are often seen to be disappointing.

This disappointment is not explained by a lack of staff creativity or professionalism. In recent years library and information staff have invested much time and thought in acquiring techniques for, and skills in, outreach, advocacy, customer service, external relations and marketing. Library and information staff are reflective, creative, hard working, and ever alert to potential library applications in new technologies and on social media platforms. In addition, they have a genuine desire to make a difference and build relationships with users and potential users. The source of this sometimes frustrating lack of engagement by library users and other stakeholders can often be traced to a lack of detailed strategic planning for engagement.

While it is common to see excellent ‘one-off’ events and promotions in libraries it is less common, though far from unknown, to see adherence to a full three- or even one-year detailed action plan to build relationships and develop a conversation with users and other stakeholders