WASHINGTON, DC: Although the Million Mom March (MMM) on Washington received generous amounts of media coverage, critics of the event suggested last week that the PR behind it was largely ineffective.
WASHINGTON, DC: Although the Million Mom March (MMM) on Washington
received generous amounts of media coverage, critics of the event
suggested last week that the PR behind it was largely ineffective.
The critics claimed that marches have effected few policy changes in
recent years and that MMM organizers might have been wiser to spread
their anti-gun message through local grass-roots actions.
MMM communications director Melissa Connor, however, countered that the
march was the culmination of a well-thought-out, long-term PR
’We wanted to motivate people first and show that there is a national
silent majority that believes in better gun regulations,’ she said.
Connor added that while groups like the National Rifle Association have
been quite vocal - and free-spending - about their opposition to
gun-control policies, the MMM encountered minimal opposition on the
A counter-rally in DC on the same day, the Armed Informed Mother’s
March, drew only a few hundred participants.
Jasculca/Terman president Rick Jasculca, whose firm provided national PR
assistance for the project, also scoffed at claims that the march was
anything less than a success. ’It went beyond our expectations,’ he
’I haven’t seen a grass-roots event with this much support since the
Jasculca pointed to the 750,000 mothers who marched on Washington as
well as the 100,000 attending rallies in 70 communities nationwide,
which pushed the participant total far above the expected 150,000. A
total of 1,150 media representatives covered the national event, which
received front-page treatment in newspapers from Los Angeles to Paris.