The Value of the Message

It can take loads of time and effort to gain media coverage. Sometimes, however, all you need is a message that resonates with people.

When I was a junior at Seattle University, the school decided to close the Bessie Burton Sullivan Skilled Nursing Residence, which was both an excellent residence for senior citizens and a wonderful learning opportunity for students. Most schools don't have nursing homes on campus and the school required space for students and thus, transitioned the home into a residence hall. At the time, I was a member of Seattle U's student government and this was a hotly debated topic. Ultimately, we passed a resolution stating our displeasure with the school's decision, as well as the lack of feedback that Seattle U sought from students and staff.

As this was the biggest news on campus, the school paper covered the issue in depth. We had a group that organized vigils outside the administration offices at high-trafficked times to protest the decision. While we weren't necessarily trying to gain media attention, we got enough people to gain visibility. Eventually our cause was featured in the Seattle PI (you can see me in the 2nd photo). For us, PR wasn't an issue, but maintaining visibility of our message in the eyes of the Seattle U administration was critical. We were able to accomplish that, and as a result, the media took notice.