In 2023, the University of Maribor Library conducted a series of focus group discussions with 35 participants representing different categories of users. The purpose of the research was to gain an in-depth understanding of the communication habits and lifestyles of users and, on this basis, to develop the field of public relations. The research showed that some trends are general, while others are generational. It revealed that the general perception of libraries stems primarily from their physical appearance and the fact that they remain one of the few public spaces that still offer a place of calmness and focus. Although lifestyles and ways of communicating are changing rapidly and are very diverse, qualitative analysis can identify ways to reach users more effectively with messages. The results may also be of interest to other comparable institutions.