There is something moving and inspiring about grassroots public relations efforts. I was reminded of this when California legislature proposed raising tuition 38%. For some colleges the fees alone would cost more than $2,000 a semester if this went into effect. There was an uprising of students as thousands marched and protested to argue their case.
I think it’s especially effective when youth or young adults are rallying for a cause. Many of the older generation would consider the youth of today “apathetic” about various important issues. However, when there is something that directly affects us, and we feel strongly about it, we make our position known.
This happened last year when higher education in the state of Utah was facing budget cuts. A group of students started the PR efforts and it spread quickly. Everyone was telling everyone to get involved, and most people did. This kind of response is the one that PR professionals work to achieve. I think the reason this campaign was so successful was that it came from our peers. It was other students just like me, pleading our case. Grassroots PR can be incredibly effective because it’s ordinary people who feel passionately about something and want others to know and be involved.
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