ALR Script, “Advertising is What You Pay For; PR is What You Pray For” - CMA PR Workshop

4/22/08 - CMA Workshop at Dallas Hyatt-Regency Hotel

A. Larry Ross Backstage requirements

· A trailer as a “green room”, with High Definition wide screen TV, surround sound and a DVD continuously playing the “Lord of the Rings” trilogy

· Several framed pictures of myself in various poses scattered throughout the trailer

· A six pack of Red Bull in the trailer fridge

· Green M & M’s, personalized with initials “ALR” in crystal dishes in the green room and on the podium – no less than six, no more than nine

· A security detail consisting of 7 guys taller than me

· An eight ounce glass of strained turkey gravy (kept at room temperature) I can chug before the presentation

· Flashing lights and a recording of the Marine band playing “Hail to the Chief” when introduced

· Confetti canons to blow off at the conclusion of my remarks

WHAT TO ADVERTISE

People need faith. They can’t live adequately without it. “Sell” them on the idea that the place to gain that faith – without which life is short-changed – is to be found at your place of worship or evangelistic meetings.

People don’t want loneliness; they don’t want alienation from God or rejection from other people. Instead, they want acceptance and companionship. “Sell” them on the idea of fellowship among your people and acceptance by God through Faith.

People have great fear: fear of failure, fear of the uncertainties of life. “Sell” them on the basic concept that “perfect love” casts out fear. Fear Fizzles when Faith Flourishes.

People are concerned with change. However, you can “sell” them by emphasizing that, though the methods and words may change, the basic truths of God are unchanging.

People sometimes express negative feelings about the institutional church. “Sell” them that true religion is not “form”, “system” or “tradition.” It has to do with faith, hope and love. Advert them into recalling that religious faith has to do with that which is good, true, just, right and of good report. Help them think on these things.

People don’t want to be disliked; people want to be loved. “Sell” them on the fact that your community of believers agrees that God is love and your house of worship or evangelistic meeting is one of the best places where God’s love can be experienced.

People need roots. Remind them of the precious heritage available to them through worshipping, fellowshipping, and working together.

A DEFINITION OF NEWS

News is about change. For something to become or qualify as news, it must happen; it may not merely exist. From time-to-time a continuing situation becomes news because it escaped attention until that time. In such cases, the news is the discovery. What happened is that somebody found out.

News is change as seen by an outsider. He may like it or dislike it, but does not consider himself a part of it. He tries to see and talk about what he has seen without reference to whether he likes it or dislikes it. That is the key to professional journalism or journalism as a profession. In this the reporter is never entirely successful. He is a person and not a thing.

All news involves only human beings and their fallibilities -- including the participants, the reporters, the audience.

News is change as seen by an outsider on behalf of other outsiders. These are the people the reporter reports for the viewers, the hearers, the readers. When they are participants, they often tend to dislike the report, usually complaining it is incomplete. They do not mean it did not tell them everything they wanted to know, because they already know everything they want to about what happened. They took part in it. They mean it did not tell other people, the outsiders, what the insiders wanted to be known. But an insider in one situation will be an outsider in all others, and in those outside situations the news he gets is about as much as he wants or is interested in. Otherwise we should not stay in business.

News is change that is interesting. If it is uninteresting it cannot be news. It cannot be news to anyone who is uninterested because he will not watch or listen or read. Importance does not make news, although if enough of the audience thinks something is important that makes it interesting and therefore news.

ADVERTISING IS WHAT YOU PAY FOR;

PR IS WHAT YOU PRAY FOR

Dallas Hyatt-Regency Hotel

April 22, 2008

This 90 minute workshop will delineate the distinctives and benefits of public relations, advertising, marketing and promotion.

While advertising involves projection through the ability to control your message, PR deals with perception and an opportunity to manage that message.

Attendees will be challenged to go beyond the immediate benefit of the “what” of any communication plan to the “why” by approaching public relations as a management function that speaks TO as well as FOR leadership to help achieve long-term goals.

APRIL 22, 2008 CMA WORKSHOP

“Advertising is What You Pay For; PR is What You Pray For”

Hyatt-Regency, Dallas Texas

Intro

SLIDE ONE SESSION TITLE SLIDE (UP UNTIL PRESENTATION STARTS)

SLIDE 2 (ALRC LOGO/ALR TITLE SLIDE)

· Good afternoon. My name is Larry Ross, President of A. Larry Ross Communications here in Dallas.

· I want to thank the Christian Management Association for the invitation to be a workshop speaker at this first-combined annual convention since the merger with the Christian Stewardship Association to form the Christian Leadership Association.

· They say that “Satan keeps trying to keep men (and women) from knowing the Truth.” In reality, I think he is “trying to keep men with the Truth from each other.”

· So thank you for your participation in this track, your attendance at this session today and your interest in how you can better tell your ministry’s story to and through the media, and create critical mass in putting some points on the board regarding events/emphases which are both inspirational and transformational.

SLIDE 3 (ALRC LOGO SLIDE)

For the past nearly 27 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.

· A. Larry Ross Communications was founded in 1994 to help restore “faith in the media,” by helping churches and parachurch ministries tell their story in 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.

We define our function as, “Values-added PR that defines values and gives Christian messages relevance and meaning in mainstream media.

· We measure success not in terms of “pounds of press clippings,” but rather the extent to which we can influence public opinion

SLIDE 4 (CLIENT LOGOS)

· Since 1981, I have had the opportunity and privilege to handle media and public relations for evangelist Billy Graham.

Because of that relationship, we have represented numerous other individual organizations in the Christian arena.

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.” More recently, we have been helping The Discovery Channel position their stunning series, “Planet Earth” among faith audiences.

· Our job is to extend the influence of Mr. Graham, Pastor Rick Warren (and other 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:

Ø Sometimes our role is reactive

Ø Sometimes it is pro-active

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

· While the methods we use in dealing with high profile clients or national media may be different than the typical activities of your day, they are based on the same principles.

· While the high profile examples are perhaps the most interesting, we represent 28 clients currently, some small projects and some ministries that started out as unknown to the media – DTS, formerly Bishop TD Jakes.

· Recently, I heard comedian Dennis Miller on “Fox & Friends,” encouraging Chris, the portly, wavy-haired “American Idol” contestant who got bumped off the show the night before.

· Using an Everest mountain climbing metaphor, he said, “Most people who get into show business want to plant their flag on K-2 (the summit.) But, if all you get to do is boil water at the base camp with the Cherpas – you are doing all right. Just enjoy the view.

SLIDE 4 (SESSION TITLE SLIDE - AGAIN)

· Has it been a good day? Learning anything new about reaching the faith-based community with your message?

Show of hands:

· How many of you are in full-time ministry?

· How many on a church staff?

· How many para-church ministry?

· How many are full-time communications?

· How many are part-time communications?

· Are in the media?

· Are here for an Amway or 12-Step meeting?

How many organizations represented here today:

-Already have a communications program?

-Are considering one?

-Are clueless in how to leverage the media to increase the influence of your principle or the impact of your ministry?

Overview

Parrot Story:

· Parrot Story, “You know what!”

· Of course, you and your staff know what God is doing through your ministry, but chances are your community – even your members (if a church), students (if a school) or constituency (if a parachurch organization) don’t “know what” God is doing through your ministry. You need to consider all of the cost-effective channels available to you to get the message of not only the good works you do, but also your motivation to do it – which is the love of Christ.

Today we are going to talk in broad strokes about how church/ministry communications intersect with the media – whether paid media or earned media

The title for our session is called,

Advertising is What You Pay For, PR is What You Pray For!

For some, that may be a distinctive without a difference – let me explain it this way:

(SLIDE 5) DISTINCTIONS BETWEEN COMMUNICATIONS DISCIPLINES

Suppose you were in charge of getting the word out that the circus is coming to your town:

(SLIDE 6) CIRCUS COM STRATEGY

· Advertising - Put posters up all around town square

(SLIDE 7) CIRCUS COM STRATEGY

Promotion - Put a poster on the side of an elephant and walk him down Main Street

(SLIDE 8) CIRCUS COM STRATEGY

Publicity - Walk that elephant through the mayor’s flower garden

(SLIDE 9) CIRCUS COM STRATEGY

Public Relations - Get the mayor to smile about it

(SLIDE 10) CIRCUS COM STRATEGY

Press Relations - Get the story on page one of the local paper

(SLIDE 11) What is Advertising?

(SLIDE 12) What is Advertising?

· Advertising is controlled purchase of space/message. In print, you determine how big your ad is, what day/week/month, even section, it will run. If it is broadcast, you can choose particular segment of a particular show. You determine exactly what goes in the ad and what the reader, viewer, listener gets.

(SLIDE 13) What is Advertising?

(SLIDE 14) (CHURCH ADS)

PRODUCT –

Gospel? Grace? Comfort? Contrition? Humor? Family? Acceptance?

(SLIDE 15) (CHURCH SIGNS)

(SLIDE 16) What to Advertise?

Read sheet from Handout

(SLIDE 17) What is Marketing? (WK)

Marketing is the activity, set of institutions, and processes for creatingk communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” (AMA)

As you can see, Marketing is a broad term that encompasses many disciplines of getting your message out. There's direct mail, telemarketing, branding, promotions, collateral materials, advertising, etc. that all play in to the marketing mix.

We’re going to talk today about marketing in terms of knowing who you are as a ministry and how to translate that into working with the media.

(SLIDE 18) What is Marketing? (WK)

A. Whatcha Got?

B. Which Way did he Go?

C. What’s in it for me?

D. What’s it Going to cost?

The 4 elements to the marketing mix are:

Product

Place

Promotion

Price

I. Product – this is where people ask WHATCHAGOT?

Whatever you do, whoever you are, you have something to offer, and THAT is your product. If you are a church, your product is ultimately the gospel. If you are a ministry, your product is changed lives or an avenue to provide aid to someone.

WHAT IS IT THAT YOU ARE OFFERING?

II. Place - WHICH WAY DID HE GO?

Unless mobile or on wheels, tied to location. Not a building – people.

The church is wherever its’ members are. It is where your congregants or ministry supporters interact with the community…whereyour missionaries go…in fact, your church is here because you are here. Mychurch is here because I’m here.

Are you online? Then you’re potentially global. Are your pastor’s sermons podcast? On the radio? On television? Do your small groups meet at coffee shops?

Does your congregation know who you are? Have you communicated it to them?

III. Promotion - WHAT’S IN IT FOR ME?

How many churches are within 2 blocks of you? 5 blocks? 10?

How many other ministries vie for charitable dollars?

What programs do you offer that make you different?

Youth? Special music? Guest speaker?

There are 300,000 churches – something makes you different?

Denomination? Music?

IV. WHAT’S IT GOING TO COST?

Membership – love for them to tithe

Staff – dealing with all sorts of people sacrifice time with families

trading in spiritual growth for others?

Volunteers – do you have a healthy volunteer pool or are a choice few paying a dear price?

PRODUCT / PLACE/ PROMOTION / PRICE

PRODUCT - what you are offering and who you are

PLACE - where you are happening

PROMOTION – special opportunities

PRICE – time, talent

(SLIDE 13) What is Public Relations?

I want to give you what I consider to be the best definition from the trade journal, PR news:

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.

From the definition, public relations is function and process tied together in an orderly procedure.

(SLIDE 20) 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 however, 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.

WHAT PUBLIC RELATIONS IS NOT

(SLIDE 21) What PR is NOT

“And today in Washington a top Administration apologist issued an apology while denying that there was anything to apologize for.”

(SLIDE 22) What PR is NOT

“I have a brief statement, a clarification, and two denials.”

(SLIDE 23) What PR is NOT

“Congratulations, Dave! I don’t think I’ve read a more beautifully evasive and subtly misleading public statement in all my years in government.”

(SLIDE 24) What PR is NOT

“That’s an excellent pre-screened question, but before I give you my stock answer I’d like to try to disarm everyone with a carefully rehearsed joke.”

(SLIDE 25) What PR is NOT

“Your records are out of date, misleading, and inaccurate. Didn’t you read my press releases?”

(SLIDE 26) What PR is NOT

“Sorry, boys, but I’ve been told to keep my big, fat mouth shut.”

In his address to the Foreign Correspondents Club of Japan prior to the start of his Tokyo Crusade several years ago, Billy Graham compared some of the common elements in his work as an evangelist to that of the press.

“We are both in the news business,” he said. “You seek to give people the ‘hard news’, the facts about what is happening in the world around us. I seek to give them “Good news” about what can happen inside, in the heart, when they turn to God. The word ‘Gospel’ means ‘Good News.”

The same is true for anyone trying to connect to the faith community through the church -- you must know how to interpret your message convincingly and present it to gatekeeper leadership in a way that resonates with their mission.

Ideas are competing on every hand. For Christian media, that means providing the Good News behind the bad news, and offering a balance to the news stories of the day, and meeting the needs of the reporter first, as you tell your story in the context of traditional news values.

For the church, that means emphasizing ministry over marketing, helping a pastor know you understand the pressures he faces and have a product, service or message that will either build up his members in their faith, or provide an opportunity for outreach.

The need for strong public relations programs in the church has never been more imperative. The majority of communications media today need to be accepted and harnessed for the benefit of ministry. And, the church must prepare itself for its greatest challenge – to be relevant, and heard.

(SLIDE 27)

If the Church is to remain a vital force, it must know how to interpret its message convincingloy and present it to the community.

(TPOTC – GOSPEL UNAVOIDABLE).

Four years ago, virtually every church marquee had a sermon title with some variation of the Passion. It put Easter on the radar for people who never gave it a second thought.

Public and media relations is not about manufacturing an image, but rather projecting an identity that already exists.

It is the ministry or organization’s role to do something noteworthy; it is the PR firm or communications officer’s job to bring it to the attention of the media. If they are interested, they will cover it. If not, try again.

(Slide 28) A PERFECT MARKETING, PUBLIC RELATIONS AND ADVERTISING STORM – www.truthaboutdavinci.com

Christian site that provided resources to Christian community to use media/cultural event as a Gospel witness

Marketing: eblasts, radio, banner ads

Publicity: SEO

(SLIDE 29 A, B, C, D, E) DAVINCI ADS

Advertising

MINISTRY NEWS POTENTIAL

When approaching secular media on behalf of a ministry, we try to lead with elements that don’t require a reporter to be of like mind and faith to see it as news.

1. The media are interested in you and your editorial perspective when you are making news – either by what you do, or what you say.

2. You must present your story in the context of traditional news values. (Do not expect the media to promote your organization or publicize your event.)

WHAT IS NEWS?

(SLIDE 30) Definition of News

News is about change.

News is change as seen by an outsider.

News is change as seen by an outsider on behalf of other outsiders.

News is change that is interesting.

Reprinted: Courtesy Reuven Frank

President, NBC News 1971

PR Axiom

Its not that people don’t know so much but rather so much that ain’t so.

(SLIDE 31)

Internal Publics (Christian) – INFORM

External Publics - Persuade

(Slide 32) Rick Warren Kigali Stadium Release

- Slide 32A – ½ page of Kigali news release

- Slide 32B – ½ page of Ingrid’s piece (need full print out to read.)

(SLIDE 33) – RELIGION IN THE PUBLIC SQUARE

Role of Faith in the Presidential campaign

The Supreme Court review of the case about Faith-based initiatives

The Debate about Global Warming and the Environment

The Environment, Evolution and Intelligent Design

Bible Curriculum in our schools

Immigration – big story here in Texas, but making headlines across the country

The impact of faith-based films, such as “Expelled”, “Prince Caspian”

The Da Vinci Code – a cultural event that created a tsunami of doubt – even in the pews

(SLIDE 34) How to Position Your Ministry as

News

In 2000 book, “The Cluetrain Manifesto: The End of Business as Usual”, author Doc Searls writes:

The best people in PR are not PR types at all. They understand they are not censors… the are the company’s best conversationalists. Their job – their craft – is to discern stories the market actually wants to hear, to help journalists write stories that tell the truth, to bring people into conversation rather than protect them from it.

At ALRC, we approach the media by telling them that we have something of interest to their audience. Whenever possible, we emphasize things to reporters that don’t require them to be of like mind and faith to see it as news and remind them of their responsibility to their audience to cover newsworthy events.

The following is a baker’s dozen plus one of principles to help position your ministry as news:

SLIDE 35 Understand the Power of Story –

- John 20:30 – And Jesus did many other signs.. these are written that you might believe

- Stories are the vessels of meaning; each sign had SIGN-ificance, written that we might believe

- Every story has a beginning, middle and an end.

Ex: Preacher and Presidents – GWB relates the transformational power of the Gospel to change his life:

- former alcoholic ne’er do well, finds God while walking on the beach with BG

- Now, what you see is what you get

- He is authentic about his faith -- suits up and shows up, leaves the rest to God

SLIDE 36 Don’t Confuse Good Intent with Good Content

Ex: Giles’ Ch. 11 church service release

SLIDE 36.5 – Remember the Third Leg of the Communications Stool:

- What is your message?

- Who is Your Audience?

- What is the at audience doing when you are trying to reach them/

SLIDE 37 Recognize Colliding Worldviews between Ministry and Media:

- They represent Zeitgeist – Spirit of the Times; we represent the Holy Spirit

- They say that for something to exist or be true, it needs to be visible and measurable; we, as people of faith say that we don’t live in the here and now, and that there is a larger meaning and purpose to who we are and what we do

- Sometimes the media can’t hear what we say because of these colliding world views

Ex: Rick Warren on Morning Show at Easter

Ex: Lost Tomb of Jesus

While working on “Planet Earth,” Discovery Channel execs contacted us to evaluate how to minimize potential opposition within the faith community to another program scheduled to air, “The Lost Tomb of Jesus.”

Having collaborated with liberal theologians involved on this project, they assumed they could get a Christian leader or two to come out in support.

However, upon viewing the program, it was obvious they misunderstood the market, which would see this program as an attack on the foundations of the faith, not majoring in distinctives without a difference.

I wrote an eight-page memorandum, suggesting visuals that needed to be deleted from the final cut and documenting how this program would be problematic for Christians as its premise undermined the foundation of our faith – some of which they incorporated into the version that aired.

Because they were contractually bound to air the program, in order to protect the network, I further suggested they immediately air a discussion program that presents alternative interpretations of the evidence. That way, The Discovery Channel would remain “fair and balanced” by letting the viewer decide.

As you may know, good for the Discovery Channel, they did just that, with a hard-hitting program hosted by Ted Koppel. Included on the panel was Dr. Darrel Bock, NT professor at Dallas Seminary – another of our clients, whom we had put forth as a source expert to provide the Christian party line.

Ex: “September Dawn”

- a very powerful film to be released this May, about a massacre allegedly orchestrated by Mormon leadership. But producers wanted to position it among church audiences as Christian good/Mormon bad

SLIDE 38 Insert Your Organization Into the News Flow, Rather than Expecting Media to Cover your Activities – while at a conference in NYC last fall, I spoke with the head booker for CNN, and asked how we as PR types can help her and her team.

Ex: USA Today and New Pope – DTS Pres with Protestant perspective

Ex: Rick Warren – World AIDS Day

Ex: WTS – DaVinci Code

(SLIDE 39) Representative of a Larger Trend

Ex: BTBF Building program for CT (new approach to megachurch ministry)

SLIDE 40

Position Your Top Ministry Leadership as Source Experts (or authoritative resources) to the Media on Critical Issues

Ex: Lois Evans and Mary Winkler Trial

Ex: Tony Evans and Faith-Based Initiatives Supreme Court

Ex: Greg Koukl – Stem Cell Bill

Ex: Gary Smalley – Christians and divorce

SLIDE 41

Develop Prioritized Message Points – This is obviously an important exercise prior to any media pitch. But, often the significance of the story hinges on the messages communicated.

Ex: Jesus Camp

Last fall, we were asked to help position a small, art house documentary film, “Jesus Camp,” for Christian media and reviewers.

- Our job was not to publicize or promote the film, per se. Rather, we laid the lines down on the field for media representatives that:

- This group was not representative of all Evangelicals, rather a small fringe group within the Pentecostal group.

- Translate and transpose the lexicon from Christianese to mainstream

- Validate the objectivity of the producers to tell one ministry story

SLIDE 42

Project Strong Newshooks -- A key element of an effective PR program is the development of “newshooks” – so that the media will see your message and ministry as relevant to their audience.

Ex: Story in last issue of “Newsweek” – Is God Real?

This enterprise story was based on a debate between two best selling authors from opposite perspectives:

- Sam Harris – one of the pre-eminent atheists of our day, author of “Letter to a Christian Nation” and “The End of Faith”

- Dr. Rick Warren, arguably the second best-known Christian leader on the planet (with apologies to Pope Benedict) who is pastor of Saddleback, and author of “The Purpose Driven Life (15thLegacy Book – USA Today) to debate the existence of God during one of the holiest weeks on the Christian and Jewish calendars.

It was the top story on MSNBC website for several days, and generated a lot of mail. While predictably neither side threw a knock-out punch, Rick was able to put some points on the board – some readers had their beliefs strengthened, (either way); others went farther down the road on their spiritual journey; and everyone benefited from the dialogue.

- Actually, Pastor Rick may not have been the most qualified among our client roster for this assignment – as he is a pastor, not an apologist who argues the nuance of faith for a living like Greg Koukl from STR.

- In fact, in my initial conversation with the editor of Newsweek, we discussed that dynamic. But it wasn’t about ministry or theological nuance for them, it was about marketing.

- In their opinion, Pastor Rick is the second-most well-known Christian leader on the planet to their audience, and qualified enough to represent the Kingdom.

- Interestingly, though they generated the idea originally as a cover story, it got bumped: CANCER. (MRS. EDWARDS/TONY SNOW)

- You say, well, my ministry or principle will never be well known enough for a national news magazine. Yet, every ministry has opportunity to take point in your community or sphere of influence.

SLIDE 43

1. – If its Newsy and You Know it Clap Your Hands

-Recently I read a book,“Full Frontal PR,” that reinforced the fact that the news hook is the most compelling part of your story. But, the hook doesn’t have to be REAL news.

That doesn’t mean you go out with a non-news item, rather, it means you should be creative and MAKE the news.

EX: Reunion Church and Easter -- so what if you aren’t a big dog pastor with a book that has sold 30 million – is there a way to still get the media to notice what you are doing?

SLIDE 44 (first release)

SLIDE 45 (second release)

Ex: BTBF – could have been a food drive. Rather, the pastor released service to go to the store. News not because it is a food drive, but how they did it.

SLIDE 46 BE CREATIVE.

The bottom line: if it is NEWSY, use it. Remember, that what you find the most compelling part of your story, may be miles apart from the aspect the media and opinion leaders are interested in. But the latter can be a springboard to get the media focused on your message.

Ex: Honeymoon Couple And The Loo

SLIDE 47

10. Highlight Man Bites Dog Stories – juxtaposition of opposing thoughts, unlikely bedfellows, or

Ex: Stop Internet Porn

Ex: Putting the Message of God in the Pod/Putting God in the Pod/God in the Pod

SLIDE 48

11. Leverage Seasonal Media Focus –

Ex: David Jeremiah and “The Nativity” (Christmas Wars)

Ex: Dr. Lillback, Washington on President’s Day, Fourth of July

SLIDE 49

12. Emphasize Human Interest-- is often the key – illustrating stories of lives being changed in seemingly miraculous or coincidental ways that only God could plan. If you can document to a reporter the Gospel is changing lives when they don’t believe it themselves, they have to see that as news.

Ex: Ashley Smith – morphed into a Terry Shivo forum

SLIDE 50

13. Location, Location, Location – Proximity is an important element in media liaison:

- Your church may be best positioned to address a crisis in your community

- Your church involvement in Katrina might bring that national story home

- You might do a letter to the editor or Op-ed for your paper on a national issue, like the God Debate at Easter, et al.

Ex: BG Crusades – participating churches were key to coverage in local papers

Ex: Jim Garlow, Delta 190 Crash

SLIDE 51

14. Be Known/Defined By What you are FOR, Rather than WHAT You Are AGAINST

- You need to characterize your ministry for the media, rather than let them make us a caricature

Ex: Center for Moral Clarity – Values Voter/Integrity Voter

SLIDE 52 – ALRC LOGO

Conclusion:

PR and News Relations is all about Relationships.

PR is a management function that speaks not only FOR, but TO ministry leadership

News relations involves service, not sycophany – meeting the needs of the media, in order to accomplish your communications objectives.

Remember, the news business doesn’t function like in the movies – it is often a journeyman’s prcess, driven by publicists and PR people approaching journalists looking for a story like yours.

A relevant, targeted, professional pitch is welcome in any newsroom. Though the onus is initially on you, every time you deliver a good story or interview, you reinforce to the media you are a trusted resource.

Additional: Nurture the Media Feeding Frenzy –

Another dynamic referenced in “Full Frontal PR” is that fact that news media often look too hard at what the news “could be,” often harder that at what the news is. For those of us practicing religious PR, that can create a field day of opportunity.

Ex: Shark attacks in Florida in August 2001. No More attacks in August that year than usual; the reason the story even got reported nationally, had to do with the so-called Silly Season when media just can’t find a thing to cover – one month before the biggest news story of the Century.

Ex: Heard Howard K. Stern gave Anna Nicole Smith a copy of “Purpose Driven Life” before she died.