We held the vigil to help raise public awareness about Esha's imprisonment, which meant getting as much news coverage as possible. It also required exercising a degree of sensitivity in our media communications and in the vigil's content. We wanted to avoid anything that might potentially exacerbate the situation.
Anasa Sinegal preparing press kits at CSUN. Photo by Melissa Wall.  |
Our media message focused on three points: the vigil as a student-led event (organized by Esha's classmates), accurately portraying Esha as a college student and an artist, and asking for her safety and freedom.
Anasa Sinegal (pictured), one of the main organizers, wrote our press release and media alert. Through our department, we had some access to PR professionals who offered to consult with us. Being a student-organized grassroots effort, we had limited media contacts. CSUN Professor Lori Baker-Schena's PR practicum students volunteered some of their time to research media leads for us. Anasa and a few alumni in the department also had contacts we used.
We sent press releases and followed up with media alerts to more than 150 print, radio, and college media, as well as wire services and mass communications programs at other universities. When Anasa contacted major news outlets, she attempted to directly notify their Middle East correspondent or International reporter. Additionally, CSUN public relations distributed our press release through their established channels.
After Esha's release on bail, we slightly altered the media message to call for Esha's safe return to Los Angeles so she could finish her studies. To ensure consistency in the delivery of our message at the vigil, Anasa acted as the main spokesperson. We designated other students in the graduate program as secondary media contacts.
See the Press Release (opens in a new window)
See the Media Alert (opens in a new window)
