use the matches on the table in the cafe, you have to use the matches in inventory then wait

WW (Elsie Prestige) left messages for the journalist (Phil?) whom she must have known would come. I think the messages weren't for Mia and crew because they had nothing to do with restoring the balance previously. Did Elsie not intend to unleash Baibin? I rather think she did. Do we get an answer to this in the game?

the White Whitch wanted to help the children, especially Mia. She is the one responsible for the wishing cards on the table of the diner, because she supports the beliefs the people show towards the supernatural. And she has made her own wishes on the same spot as the others.
I don't think she has messages for the reporter/me. She is the White Whitch of the area and has a responsibily towards nature and the supernatural.
In Barrow Hill she is the one who looks after the well of St. Anneka. She is very deep into the lokal mythology and has written two leaflets with informations about it.

the note in the cafe to someone who has restored the balance before? Maybe I'm suspicious because she helped and encouraged Mia, Gus, and Ollie to do something that almost got themselves plus Emma killed. At best, Elsie is one terrible supernatural supervisor.

states in the BHR-Treath that she started to belief the supernatural after something happend 1965 at Braken Tor. She also says in an Email to Mia that her own mother was damaged or died in these events 1965 because she did not believe. And that Mia could do it better.
She's playing a dangerous game.

i always assumed she is talking directly to Baibin.

the date or around the date that Harker came and disturbed the grave? Was Harker Elsie's mother? That would make sense in terms of children choosing career paths that are the opposite of their parents' professions, particularly when Elsie's mother was injured or died or vanished because she didn't believe.I thought the note in the cafe was to PC--I think at one point Emma calls him Phil--because Emma repeatedly tells him that he has restored the balance before and can do it again. Your take is interesting because it makes the player the next Baibin (or Herne figure if the player really is male). Come to think of it, I guess a Phil could be female. I've forgotten if the earlier game discloses a gender.