Robbie Barber writes: “As a school librarian, I send what feels like hundreds of messages every day. Yet I feel like I reach only a few people at most and only if they are not distracted by other messages. What am I doing wrong? Maybe nothing. Effective communication is about relationship-building. Everyone has their preferred method of communication and you can’t provide one-on-one support to over 1,000 people each day. It’s not about whether they read my email, but whether they trust me to help them out.”