Swain's Send Off
Cover of Tom Swain’s auto/biography written with friend Lori Sturdevant - a powerful read.
It takes something pretty special to get me to leave the comfortable haven of my home porch on a perfect early summer morning before the second cup of coffee. Tom Swain was that something special today.
His community of family and friends gathered to celebrate Tom and his remarkable life in one of his favorite places on the University of Minnesota campus. This send off wasn’t some random slapdash program thrown together at the last minute. No sireee.
Tom began planning for his send off when he was 95. And that was in 2017. By the time he ended his last chapter this year, there had been eight years of phone calls and notes with his pre-selected eulogists - so all were well prepared to honor the man who made the most of every moment of his remarkable 103 years on this planet of ours.
I met Tom when he was in his early eighties, so I only knew him for 20 years or so. He had been called back to advise the University president on the public relations and public affairs functions of the Big U, as we call it. That was his third or fourth engagement in institutional relations for his Alma mater - he was a stalwart supporter of our state’s only public research university, and always game to lend his knowledge to the U.
As one of the PR people on campus, I was called to a meeting over in the administration building to meet with this presidential advisor. I remember thinking it was just silly to imagine a well-seasoned 80+ year old would have his finger on the pulse of 21st Century tools and tactics to influence constituencies or audiences, as we call them
Boy, was I wrong. Tom Swain was the consummate connector and he understood people and what made them tick. He listened in order to understand and spoke in order to clarify or to carefully guide colleagues so that his ideas became their ideas. He understood that trust is built carefully and slowly, and can be lost quickly if one violates shared values. He was a man of integrity who cared deeply about any issue or cause he championed.
Swain didn’t need to deploy social media or targeted placements. He was a master at engaging the people around him to deliver their best work on behalf of the goals of the institution. Whether that involved media relations, government relations, or community relations, his mastery of the relations part of the equation gave all around him the permission to engage effectively with either the media, government, or community with tools available.
I learned a lot from Tom Swain, as did the hundreds of his family and friends who gathered for today’s send off. And perhaps most poignantly for all of us who now sport stunningly silver hair - we learned that one is never too old to take on another challenge or a good risk, as demonstrated by our friend Swain.