News release: “A ground-breaking membership report from OCLC Research suggests that by transforming virtual reference (VR) service encounters into relationship-building opportunities, librarians can better leverage the positive feelings people have for libraries. This is critically important in a crowded online space where the biggest players often don’t have the unique experience and specific strengths offered by librarians. The report — Seeking Synchronicity: Revelations and Recommendations for Virtual Reference — demonstrates that today’s students, scholars and citizens are not just looking to libraries for answers to specific questions—they want partners and guides in a lifelong information-seeking journey. Seeking Synchronicity: Revelations and Recommendations for Virtual Reference, from OCLC Research, in partnership with Rutgers, the State University of New Jersey, and additionally funded by the Institute of Museum and Library Services (IMLS), distills more than five years of VR research into a readable summary featuring memorable quotes that vividly illustrate very specific and actionable suggestions. Taken from a multiphase research project that included focus group interviews, online surveys, transcript analysis and phone interviews, with VR librarians, users and non-users, these findings are meant to help practitioners develop and sustain VR services and systems. The report asserts that the “R” in “VR” needs to emphasize virtual “Relationships” as well as “Reference.”