On February 14, 2018, a gunman open-fired on Marjory Stoneman Douglas High School in Parkland, Florida, in what became the deadliest school shooting in U.S. history. The tragedy gave birth to an influential movement, the student-led March for Our Lives, which transcended South Florida and sparked activism for gun control reform through national protests and school walkouts.

In this episode, March For Our Lives co-founder Brendan Duff recalls how the organization came together, and as the de facto media relations manager, how he used public relations tools early on to bring their messages to a global stage.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. 

• Featuring: Brendan Duff (@Brendinid), Co-Founder of March For Our Lives and Elon University Strategic Communications Major
• Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations
• Follow us: @Center4PR (Twitter, Facebook and Instagram)
• Newsletter: News from the USC Center for Public Relations
• For more, visit our website: https://annenberg.usc.edu/research/center-public-relations

A production of the USC Annenberg Center for Public Relations at the University of Southern California.
Host, Fred Cook
Executive Producer, Ron Antonette
Season 6 Producers, Javiera Contreras, Anahita Mehra, Joe Carreon, Marshall Winfield
Created by ZaZu Lippert
 

LINKS
Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.