<![CDATA[This study explores the increasing importance of collaborative promotional practices in academic libraries as they strive to remain visible, relevant, and responsive to the needs of their users in a rapidly evolving digital environment. Before focusing on the specific objectives of the research, it is essential to understand that libraries today face growing demands for innovative communication strategies, cross-institutional synergy, and sustainable media engagement to strengthen their public presence. The purpose of this study is to examine how external partner collaboration supports the promotion of library services at the Diponegoro University Library, particularly through its cooperation with UNDIP Press. Using a qualitative approach, the research investigates how promotional programs are conceptualized, executed, and strengthened through interinstitutional coordination. Data were collected through structured interviews and documentation reviews. The findings indicate that the library adopts a multi-channel promotional model integrating social media, official websites, printed materials, and academic communication networks. Collaboration with UNDIP Press enhances content quality, expands cross-platform dissemination, and reinforces literacy campaigns. Nevertheless, several challenges arise, including limited human resources, the need for consistent messaging, and adaptation to the fast pace of digital communication trends. Despite these constraints, the partnership creates a more sustainable promotional ecosystem characterized by shared responsibilities, complementary expertise, and coherent communication. The study concludes that external collaboration significantly contributes to the effectiveness of library service promotion and strengthens institutional visibility while fostering greater user engagement.]]>
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