141119 PREP FODDER for ALR Remarks at Hillsdale College Presentation

Thank you, ___________­­­­­.

My Agency colleagues and I are honored by the opportunity to visit your beautiful campus as finalists on the short list of agencies you are considering for a communications partnership for the development and implementation of an integrated public relations and media communications plan.

These are exciting days at Hillsdale College:

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Parrot Story – “You know what…”

Each of “you know what” is represented by Hillsdale College’s rich history and noble mission to educate tomorrow’s leaders by integrating liberal arts education with moral and social instruction encouraging creative and independent thought.

While this institution enjoys a solid reputation among conservatives, it is still a well-kept secret among low-information voters and the general public, who have no idea what Hillsdale has to offer, including academic excellence with a conservative worldview and extension programs on the Constitution and for general audiences.

We are excited by the potential for a communications partnership with you, as outlined in our initial proposal, which we would like to further unpack for you today.

Personal Background

I have had a career in media and public relations for nearly four decades.

After several years of working in communications for a non-profit right out of college, I became a national media representative for The General Motors Corporation out of Detroit in the late 70’s. That was followed by several years at a Madison Avenue PR firm in NYC – the eighth largest in the county -- where among other things I handled media for Joe DiMaggio as spokesperson for The Bowery Savings Bank.

Since 1981, I have had the challenge and privilege to restore “faith in the media” by providing crossover communications at the intersection of faith and culture.

For 33 years, beginning in 1981, I have had the opportunity and privilege to handle media and public relations for evangelist Billy Graham.

ALR INTRODUCES ALRC TEAM TO INTRO SELVES, INCLUDING:

KRISTIN COLE, DIRECTOR ACCOUNT SERVICE

KERRI RIDENOUR, VICE PRESIDENT OPERATIONS

JULIE SHUTLEY, ACCOUNT EXECUTIVE

ALRC CLIENT EXPERIENCE

Larry Ross Communications was founded in 1994 to help restore “faith in the media,” by helping non-profit organizations and ministries tell their stories in the context of traditional news values that reporters need to communicate with their audiences.

The Agency regularly provides crossover communications emanating from or targeted to the Christian market.

In the process, hopefully we have been able to give Christian messages relevance and meaning in mainstream media.

We approach public relations as a management function that speaks not only FOR, but TO, organizational leadership as well, keeping abreast of how you are perceived by various publics and the media, and helping to reframe the picture, where necessary.

There is an old PR adage that, “it’s not that people don’t know so much, but that they know so much that ain’t so,” and we spend a lot of time reframing the picture on the “ain’t so.”

We measure success not in terms of “pounds of press clippings,” but rather the extent to which we can influence public opinion about our clients and worldview as well as issues affecting the Christian faith.

Because of our relationship with Billy Graham, we have also had opportunity to represent numerous other individuals and organizations in the Christian arena, including Pastor Rick Warren and Saddleback Church for the past eleven years.

And, we have also operated in the reverse direction, representing individuals and organizations with a vital message targeting the Christian community.

That includes working with Mel Gibson and Icon Productions on publicity for “The Passion of The Christ,” and other mainstream clients with a vital message for the faith community.

Our job is to extend the influence of Christian leaders and the impact of their ministries to a broadened group of target audiences, with minimal demands on the principle’s time.

Whenever possible, we try to speak to reporters as well, to let them know the reality of the Gospel in our own lives:

Sometimes our role is reactive

Other times it is pro-active

Occasionally, we kick into damage control or crisis PR as the need arises

ALRC Pedigree (from Marvel Presentation)

Following five years in mainstream corporate and agency public relations, for the past 32 years I have had the challenge and privilege to restore “faith in the media” by providing cross-over communications at the intersection of faith and culture in the context of traditional news values that reporters need to communicate with their audiences.

In the process, hopefully we have been able to give Christian messages relevance and meaning in mainstream media, including a number of faith and family films that represent “values-added entertainment.”

But, we have also operated in the reverse direction, representing individuals and organizations with a vital message targeting the Christian community.

That includes working with Mel Gibson and Icon Productions on publicity for “The Passion of The Christ,” Jeffrey Katzenberg and Dreamworks on “Prince of Egypt” – even the Weinstein Company on a post-apocalyptic story, “The Road,” eponymously based on the Pulitzer Prize winning novel by Cormac McCarthy.

More recently, we have been helping The Discovery Channel position their stunning series, “Planet Earth” among faith audiences, and crisis communications on “The Lost Tomb of Jesus.”

Ken Woodward, long-time religion editor for Newsweek, now retired, used to say that he was a theologian of culture.

Gus Niebuhr, former religion editor of the New York Times, doesn’t believe in significant parochial religious news by itself – he doesn’t feel that religious news can be done in a vacuum because it’s imbedded in the culture.

He suggests Christian communicators look at religion as a shaping force in what happens in society. To sell a story about your organization, you need to look at where your publication or ministry intersects other forces like politics, economics, business, social development, etc.

The need for strong public relations programs in the church has never been more imperative. At the same time, technology is providing unprecedented channels of opportunity.

Why ALRC?

We measure success – not in pounds of press clippings – but by our ability to effectively influence public opinion on behalf of our communications clients regarding important issues of the Christian faith.

Our goal is not to manufacture an image for any client, but rather to establish and project Hillsdale College’s identity – which already exists – and create awareness among a broadened group of target audiences.

We endeavor to accomplish these goals through a variety of proven communications methods and public relations practices, including:

��萏׮萑ﺘ葞׮葠ﺘ•���� Publicity – communicating previously prepared elements and message points through third-party Christian and secular media

��萏׮萑ﺘ葞׮葠ﺘ•���� Promotion – expanding the publicity process to reach audiences more directly with controlled messages through proprietary vehicles (brochures, videos) and institutions with which they are affiliated

Each of these three communications processes involves a variety of tactics and practical approaches for conveying messages and achieving your organization’s communications objectives.

Today we are going to take just a few moments to talk in broad strokes about PR as a principle and how you can adopt it in your everyday practices as an organization.

Some of you may be saying, “We already have an advertising and marketing team, why do we need these guys?”

First, PR is Not Advertising:

We like to say that “advertising is what you pay for, PR is what you pray for.”

Among the distinctives and benefits of these disciplines:

While advertising and promotion involves projection through the ability to control your message, PR deals with perception and an opportunity to manage that message – through third party validation and the power of story.

So then, What is PR?

Public Relations is:

“the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest and plans and executes a program of action to earn public understanding and acceptance.” (PR News)

Evangelist Billy Graham has said that he doesn’t believe that the success of his work depends on, or is the result of, publicity. However, he is convince that God has used the press in his work, and that it has been one of the most effective factors in sustaining public interest in his ministry through the years.

For Mr. Graham and the BGEA, Rick Warren and other clients we serve, an ongoing media presence is an integral part of their ministry. It is not an adjunct or ancillary add on that is nice to do, but an essential part of their outreach, which not only extends the principle’s influence, but increases the impact of his organization.

The same is true for Hillsdale College or any organization trying to connect to the faith community or other affinity audiences -- you must know how to interpret your message convincingly and present it to media gatekeepers in a way that they can convey it to their audience.

Dr. Hawkins and other organizational spokespersons can become authoritative resources to the media, defining issues on which you can positively influence public opinion by addressing them from a biblical or values-based perspective. At the same time, it is important to recognize that every employee at Hillsdale College is responsible for PR.

ALR Intros Katie to describe two types of media – earned and social

PR Requires Action

Striving for three objectives:

1. To inform various audiences about your message

2. To win their understanding and belief

3. To gain their support and participation

PR is the persuasion of a media outlet to devote space or time to your message.

There are only so many minutes on the television or radio in a given day, and there are only so many column inches in any publication.

Editors make decisions all day long about how they will divide up that available space/time, and as a media relations agency, our job is to get your message to those folks in charge of making those decisions and then persuade them to devote the time/space to you.

We don’t control what gets picked up, how big it is, or what the ultimate message is.

ALR INTRO KRISTIN TO SHARE WHY PUBLIC RELATIONS IS IMPORTANT FOR CHRISTIAN ORGANIZATIONS?

Creates awareness among general public

Influences opinion, changes perception and reframes the picture among prioritized publics

Strengthens the brand by projecting an identity that already exists, not manufacturing an image to minimize being defined by others with agendas

Extends the impact of the organization/ministry

Projects the influence of leadership

Supports marketing efforts by establishing identity and creating a receptive environment

Provides added credibility and contextualization of the message

Sets the table for expansion and cultivation of new partners

KRISTIN - Everyone at a Company is Responsible for PR

Public relations is also about influencing the public to form positive ideas about an organization. Everyone involved with the organization can become advocates for the company and help build the company brand.

The organization that defines and communicates its brand to employees can expect that everyone is on the same page. Employee behavior establishes excellent customer service as part of the company brand. Assembly line workers affect the quality of the company’s products. Human resources employees can help ensure that employees have the highest level of education and training possible. All of these efforts can create trust and respect when the public sees the company’s name and logo.

The company that faces a public relations nightmare can survive the crisis with the help of everyone in the organization. Communication with everyone about the crisis and what to expect helps everyone to help wherever they are able. While owners and management work to diffuse the crisis and control publicity, employees are prepared to respond appropriately to inquiries and show a unified front to the public.

Everyone involved with an organization can also alert management to incorrect or damaging information in print and electronic media. The increase in venues where public relations can occur, such as social networking sites, means that an organization needs more eyes looking to protect its reputation.

ALR/KC OPEN UP FOR Q & A