Case Study: Sleepless in San Diego: A Media Relations Campaign Awakens Plight of the Homeless

Company: San Diego Rescue Mission Agency: Cook & Schmid Timeframe: 2005 - 2006 For over 50 years, the San Diego Rescue Mission, which started off as a soup kitchen, has been serving 10,000 homeless men, women and children without government funding. However, in recent years, the Mission saw that its donor base was shrinking as its operating budget increased. To remedy the situation, the Mission hired local PR, advertising and marketing firm Cook & Schmid in 2005 to launch a program that would not only enlarge its donor base, but also engage new stakeholders to change commonly held perceptions about homelessness. Readjusting The Mission Cook & Schmid began working with the Mission to publicize its events; however, their project goal changed after closer scrutiny. "I knew the previous director of the Mission; we had been working with them for several years," says Jon Schmid, co-partner of Cook & Schmid, who acted as lead manager for this campaign.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.