Things happen ...

One important skill PR practitioners must have is the ability to change course and make adjustments at any point to achieve a goal. And that's what I've had to do these last few days.

In September 2008, Ms. Nia Robinson, executive director of Environmental Justice and Climate Change, came to FAMU to meet with the FAMU Green Coalition. During her visit, she encouraged us to attend the Power Shift 2009 summit in Washington, D.C., Feb. 27-March 2. More than 10,000 students are expected to attend, she said, and one goal of the EJCC was to get more students from HBCUs to attend. Blacks and other minorities, she pointed out, are disproportionately affected by pollution and effects of global warming. Their voices must be part of the dialogue on how to handle our nation's energy and environmental challenges.

So, after conversations with members of the Power Shift planning team during which we were given every indication that we'd be given significant financial support to make the trip, the FAMU Green Coalition collaborated with students at FSU to try to get 50 students from Tallahassee to attend Power Shift. Nearly 40 students had signed up when we got word Thursday night that we wouldn't be getting the $5,000 grant afterall. The lesson: Get confirmation in writing and ahead of time when it comes to something that you're counting on to achieve your goal.

Two options jumped to mind: Quit now and cut our losses. Or explore other options. We chose the second. The lesson: Be flexible. Things happen.


I e-mailed my contact at the Energy Action Coaltion and spoke on the phone with Mandy from the Southern Energy Coalition., who is charged with recruiting students from universities throughout Florida and surrounding states. Mandy was just as shocked as I that we -- and other Florida schools -- didn't get travel funds. She said the University of Florida was in the same bind and suggested we work together to rent a bus. Mandy said she'd still try to shake loose some funds at the national level. The lesson: Have friends who have connections.

So my next call was to Jessica at UF. We agreed to work together to raise the funds for one bus to D.C. The quotes we've received for renting a bus range from $6,600 to $8,800. This is a LOT of money to raise in three weeks! But when you break it down per person ($175 apiece), the task seems doable. Two lessons here: Collaboration can make the impossible possible. Break big tasks into smaller, more manageable pieces.

The next step was to get buy-in from the FAMU and FSU students who had said they wanted to go to Power Shift. If UF sends 20 students and FAMU/FSU send 30 -- and each student comes up with $175 -- we'll have enough to pay for a bus. So far, 15 FAMU/FSU students have said they still want to make the trip and have vowed to help raise the funds. The lesson: If something has value to people, they're more willing to work hard to achieve it.

Money is tight these days, so "typical" donors may not be able to help out. So we've decided to focus on two publics with different needs. We're selling pizza to hungry college students Thursday night before "ABDC." And we're appealing to FAMU alums who are willing to give back to help current students achieve their goals. The lesson: Target potential "donors" based on an understanding of their psychographics.

Will we make it to Power Shift? Stay tuned. Things happen ...