From trial to implementation, technical services staff play an important role in shaping awareness and expectations of new or updated electronic resources. With appropriate message control during the rollout process, technical services staff can positively influence understanding and awareness of resources while keeping co workers’ and patrons’ expectations in check. At the same time, by embracing this public service role, technical services acts as a full partner with public services in mediating resources to patrons. This article explores technical services’ public-facing role by describing a protocol for managing rollouts that emphasizes timing internal and external communications, providing training and support materials, and maintaining accuracy and objectivity in all rollout communications.