As a Public Relations Bateman Campaign Member, participating in the Public Relations Student Society of America’s (PRSSA) Bateman Case Study Competition was an invaluable experience. It’s PRSSA’s premier national case study competition, offering students like me the chance to apply classroom education and internship experiences to create and implement a full public relations campaign. This wasn’t just an academic exercise; it was a deep dive into real-world strategic communications.
The Challenge: Rekindling Love for Libraries
Our client for the 2025 competition was EveryLibrary and EveryLibrary Institute, organizations dedicated to advocating for and funding libraries. In a time when books with charged themes are being banned across the nation, our team was tasked with a crucial mission: to gather new supporters and create a united community passionate about public libraries in Rhode Island. We aimed to inform new audiences, diversify EveryLibrary’s engaged activists, and deepen earned media interest.
"Libraries are the Living Rooms of Communities"
Our campaign’s central motif, which became our storyline, was the powerful idea that “libraries are the living rooms of communities”. This slogan positioned libraries as welcoming, multicultural spaces that serve as community hubs, offering events, resources, and essential services. Our logo, designed in collaboration with a graphic design student, visually embodied this concept with a couch, bookshelf, and an inviting nature.
Exceeding Our Objectives: The Impact
The campaign yielded remarkable results, exceeding all our initial objectives:
• Informing and Inspiring Audiences: We potentially exposed 1.4 million viewers to our message, including audiences outside our targeted media market. Our social media channels exposed 40,092 Rhode Islanders, reaching 69% of Gen Z in the state. We also distributed 1000+ pieces of collateral material and sent nearly 2,000 emails.
• Creating Positive Attitudes: Our four events attracted 246 Rhode Island residents. We also garnered 1,156 interactions (likes, shares, comments) on TikTok and Instagram. A MuckRack analysis showed that 90% of our earned media carried favorable sentiment.
• Encouraging Activism: We collected 322 emails of potential new activists. Our website received 144 page views and 61 unique users, with a 31% click-through rate to the donate button. Our opinion leaders and partners actively participated in events and disseminated campaign materials, significantly increasing our exposure.
Our Key Strategies and Tactics
Website Development: I was involved in the development of a dedicated campaign website (everylibraryri.rwu.me). This served as a central hub, featuring an “About Us” section, relevant Rhode Island statistics, information on banned books, community partners, and links to our social media.
• Key Events: We organized an event with Mayor Brett Smiley of Providence. This “Storytime Celebration” at the Rochambeau Public Library emphasized accessibility and diversity, featuring readings in Spanish, Portuguese, English, and American Sign Language, with speeches from Mayor Smiley and a Department of Education representative. Other events included “From Shelf to Flames,” highlighting book banning, and “Frosty Pages, Cozy Tales” on Block Island.
• Social Media Engagement: We created and managed Instagram and TikTok accounts (@everylibraryri) to promote events, highlight libraries, and open conversations about book banning. Our TikTok account featured unique “series style videos,” including “Literary Forecasts” (short, meteorologist-style reports on book banning trends), “Behind The Scenes” vlogs, and even blooper reels to appeal to Gen Z’s preference for authentic content.
• Collateral Materials: We created posters for campaign events across Rhode Island and branded bookmarks (including those linking to our website via QR code). We also distributed coloring pamphlets with campaign info and our logo.
• Media Relations: We proactively sent press releases and media kits to prominent news outlets, inviting them to our events to generate third-party credibility. This resulted in significant earned media coverage.
Through this intensive competition, I significantly enhanced my skillset in event planning, web development, media relations, and research. This experience reinforced the power of strategic communication to drive measurable action and foster community engagement, particularly in addressing critical social issues. It was a true testament to how effective public relations can truly make an impact and write a new chapter in advocacy.
