On Valentine’s Day, Washoe County experienced its first-ever “Hug a Library” event at the Spanish Springs Library. Hosted by six public relations students from the Â鶹ӳ»’s Reynolds School of Journalism, the event aimed to raise awareness about the importance of libraries in Â鶹ӳ» and encouraged the community to take an active role in protecting local library services.
The event was one of several organized by the students throughout February as part of the Bateman Case Study Competition, an annual public relations contest where students work with a real-world client. This year, the students are advocating for EveryLibrary, a nonpartisan 501(c)4 organization that challenges legislation seeking to harm libraries and other essential services. The team’s campaign, NVForEveryLibrary, has been in motion since Feb. 1, with the goal of collecting 4,000 petition signatures in support of library funding.
“The Bateman Case Study Competition challenges students to apply their knowledge, quickly expand their skills not covered in classes and tests and their mettle and endurance,” faculty advisor Alison Gaulden said. “This year’s client, EveryLibrary, seems particularly apt when an informed electorate could not be more apparent. The client and judges should be pleased with PRSSA’s campaign.”
EveryLibrary itself can be considered controversial, given today’s political climate. Locally, in November, Washoe County residents voted against ballot question one, a measure that would have funded libraries for the next 30 years. Nationally, the White House froze federal grant funding to ensure the recipients align with the new executive orders, which impacts libraries.
“There have been a few issues that have arisen,” said Kesley Morris, the account lead for the team. “Firstly, politics is a problematic subject making it difficult to talk and interact with others to get our message across and we have to tailor our events to lessen the controversy.”
Despite these challenges, students say the competition has provided valuable real-world experience.
“Being in the Bateman Competition has completely changed my work ethic,” said Charlie Sakmar, the social media lead. “We only have a month to do what PR professionals take months to establish, so we’ve had to work so much harder. It’s taught me to always be open to requests and stay on top of everything.”
The team has promoted EveryLibrary’s mission through planned events, social media campaigns, panel discussions, and even a visit to the Â鶹ӳ» Legislature. In total, the campaign will take approximately three months to fully execute.
Once the campaign concludes, a panel of judges will evaluate the teams and determine which has created the most effective campaign. However, beyond the competition, students have already succeeded in bringing libraries into the public spotlight.
“I’ve really enjoyed seeing these students pull together to develop a solid campaign for EveryLibrary,” said industry advisor Chris Moran. “Fact-based, effective communication is needed now more than ever, and these students really are learning by doing.”
