ALR Devotional Remarks, WHITE HOUSE OFFICE OFFICE OF FAITH BASED AND COMMUNITY INITIATVES NATIONAL CONFERENCE

June 1, 2004

Invited by Kathy Wills and Jim Touehy

· Good morning. My name is Larry Ross, President of A. Larry Ross Communications in Dallas, TX.

· I want to thank Mr. Jim Touehy and Kathy Wills in the White House Office of Faith-Based and Community Intitiatives for their invitation to be a part of this national conference today. I also want to thank you for your attendance at this Marketing 101 Workshop today, and your interest in how you can better tell your organization’s story.

· Our Agency was founded in 1994 to help restore “faith in the media,” but helping churches and 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.

· The Agency continually operates at the intersection of faith and culture, through crossover communications efforts emanating from or targeted to the Christian market – both Protestant and Catholic.

· We measure results not in “pounds of Press clippings,” but the extent to which we are able to influence public opinion.

· For more than 23 years – 23 years ago today, in fact – 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 individuals and organizations in the Christian arena.

Most recently, we had opportunity to work with Mel Gibson and Icon Productions on publicity for “The Passion of The Christ.”

· While the methods we may 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.

· Our job is to extend the influence of Mr. Graham (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.

Overview

“B.C.” Cartoon

· Recently the cartoon “B.C.” had a panel that speaks to all of us as religious communicators. The native issues a primitive mailing by tossing a clay tablet on the waters and waiting for the response.

His concern, “I hear over there you have freedom of religion and freedom of the press – how is it working out?” After a long wait, the tablet returns in the last frame and the response is, “The press is winning.”

· Indeed, some of you may feel that in dealing with the press you are talking to yourselves, or that it is difficult to get reporters – even those on the religion beat – to put you on their radar screen.

· In our world, and as a premise for our discussion today, I don’t think that is the case. In fact, I am encouraged by the increasing amount of space and coverage being given to religious news, and the growing understanding by the press that spirituality and faith are an important part of people’s lives.

· Having a policy of engagement with the media is a risk, but it is a risk worth taking.

· Billy Graham has said he doesn’t believe that the success of his work depends on, or is the result of, publicity. However, he is convinced 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 (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 Mr. Graham’s influence, but also increases the impact of his organization.

· With so much negative news in the world today, many are asking, “Where is the good news?”

· Several years ago Mr. Graham told a group of foreign correspondents, “We are both in the news business --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 same is true for you and your ministry. You can provide the Good News behind the bad news, and a balance to the news stories of the day, as you tell the positive story of lives changed as a result of your ministry in the context of traditional news values.

· You can also become an authoritative resource to the media, defining issues on which you can positively influence public opinion by addressing them from a biblical perspective.

· At the same time, the resulting increased awareness can facilitate your development, fundraising and involvement of volunteers.

· The church is not immune from power of public opinion, but neither can it be directed by it. The Bible says, “A city set on a hill cannot be hid… and in Matthew, “Let your light so shine before men that they may see your good works and glorify your father in heaven.”

· You can’t take it for granted that your ministry is understood or appreciated by everyone in your community.

· There is an old PR adage – “It’s not that people don’t know so much, but that they know so much that ain’t so.

· If your ministry is going to continue to have an effective impact, you must continue to convey vital messages to appropriate publics. That is especially true on the local level.

· Sometimes it is a personal problem to which a person can relate, other times it is a societal problem in the community or our nation. Whatever the issue, what is important is that the media’s reporting of your message and mission greatly expands the potential to reach a much broader audience with the Gospel.

· On a personal note, I consider the opportunity to extend the Christian message to broader audiences through the media as a ministry in itself. Having a professional involvement in ministry – where the product is changed lives -- has been very fulfilling to me. And, I see our role as every bit as much ministry as anything else our clients do, as we are able to help extend the influence of Christian leaders such as Dr. Graham, Dr. Bill Bright and extend the impact of their organizations.

WHAT IS PUBLIC RELATIONS?

· Before you can effectively utilize public relations in your ministry, it is important to understand what public relations is. 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 functionand process tied together in an orderly procedure. Action is required, striving for three objectives:

- To inform various audiences (publics) about your ministry

- To win their understanding and belief

- To gain their support and participation

· However, possession of Truth does not guarantee understanding or acceptance. Ideas are competing on every hand. If the church is to remain a vital force, it must know how to interpret its message convincingly and present it to the community.

· 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.

· (TPOTC – GOSPEL UNAVOIDABLE).

MINISTRY NEWS POTENTIAL

The media are interested in you and your ministry when you are making news.

WHAT IS NEWS?

People, what they do:

Ø Your presence here at a national conference would of

news interest to the media and people in your community.

Ø Social programs benefiting the community – such as a

food pantry, GED literacy program, etc., and any connection with the White House Office of Faith-based and Community Initiatives

Ø Special programs at your church – either seasonal or

involving prominent Christians in the community, local musical groups, etc.

Ø Celebrity musical or special guests

Ø Involvement of persons with disabilities, hearing

impaired, etc.

People, what they say:

Ø Showing the Gospel relevant to personal and societal issues in the community

Ø Showing the impact of the church/conference on the churches and people in the community

MEDIA RELATIONS PRINCIPLES

Several years ago “PR Week,” one of the top industry trade publications did a story titled, “When Your Client is God.”

In addition to a lengthy round-up story, the magazine listed me on the cover with the quote of the week, saying, “…I’m aware that I’m representing the Kingdom of God as well as my clients.”

That was one of several principles I shared with the reporter, which not only apply to representation of high profile individuals sought by the media, but transfer to representation of any ministry or Christian organization. Actually, there are thirteen – a baker’s dozen – which I’d like to throw out for your consideration as an overview of our time together:

1. Be aware that you ultimately represent the Kingdom of God, not just your church or ministry. Your intent should be to go beyond merely publicizing or promoting your mission or message, to use every possible means to create awareness of the Gospel message being proclaimed.

2. Approach Media as ministry, not marketing.

In my opinion, one of the distinctives of Billy Graham’s ministry is his ability to make positive points for the Gospel in any media situation. He can be asked how he gets his suits dry cleaned on the road, and he will inevitably turn it around to a Gospel witness.

Ex: BG sound check

3. Don’t try to manufacture an image, but rather project the identity of your ministry – which already exists -- to a broadened group of target audiences.

4. Be professional, not presumptuous in approaching an interview situation or speaking with the media. Many ministries make the mistake of going hat in hand to the media, saying, “We do a good work – will you promote our organization or publicize our event.”

The sad reality is that most mainstream outlets could give a flying flip – all they care about is creating a quality program or publication that is of interest to or relevant to their audience.

Your job is to tell your story in the context of traditional news values that they need to communicate to their audience. It is best to approach them by saying, “I have something of interest to your readers, listeners or viewers,” and tell them why.”

- Ex: TDJ Cover of WSJ -- economic empowerment; Shepherd to the Shattered

- Ex: UBC – David Letterman – Day Maury Pauvich opened Egyptian Tomb

- Ex: BG-Mission England - Honeymoon couple and loo.

5. Focus on things that don’t require a reporter to be of like mind and faith to see it as news.

It has been our experience the media are very interested in what our clients are doing when they are making news. We’re not calling people to a cause, but bringing them back to faith in God. We’re not creating a need; we’re meeting a need. Go beyond facts to impart understanding with the reporter that he or she can impart to their audience.

Ex: Baseline press kit—additional Christian inserts

6. Accentuate News, particularly those elements that don’t require a reporter to be of like mind and faith to see it as news -- One way to determine if something is news or merely of parochial interest is to ask yourself whether you would care about this story if it involved another church or ministry.

The media will be interested in what you are doing and what you are saying if it can be related to news. Harsh reality- relevant and of interest.

· What is news?

o People, what they say

(show the Gospel relevant to personal and societal issues in the community.)

o People, what they do

(various programs and platforms of your church or ministry – attendance here)

7. When necessary, seek to clarify misrepresented facts, but not a reporter’s opinion. While every reporter is entitled to their opinion – even if it is counter to your perspective – if they misrepresent facts about the organization or individuals you represent, that is when you or someone on your behalf are duty-bound to clarify those facts for the reporter, and ask that it be reiterated to their audience.

This is particularly important in the Age of the Internet, as stories are now eternally ensconced in databases that get recycled every time another reporter does a story.

Ex: TDJ – Trinity

Ex: BG Today Show – NY Times editorial and Decision “One Path to God”

8. Address issues as well as institutional news and features. Remember that SA media liaison takes place on several levels, including the ability of you as a key spokesperson to speak out on relevant issues as an authoritative resource to the media (representing the Kingdom) but also to represent your church or ministry and show how it can stand as a model for others – particularly in the area of faith-based initiatives.

9. Emphasize Christian Advocacy, not activism.

At a time when many ministries are becoming more activist-oriented, Mr. Graham and other ministries we represent have been able to increase their global impact by functioning as advocates for the Christian faith, showing how the Gospel is relevant to our culture. (Turn on a light.)

Ex: Bob Reccord- NAMB – not knee jerk/ABC Peggy Wehmeyer “Thank you for understanding!!!”

NO BAD QUESTIONS, ONLY OPPORTUNITY FOR BAD ANSWERS

10.Whenever possible, remain pastoral, not political. While Billy Graham speaks to issues, he has remained non-partisan in his approach. He has said, “I’m not for the left wing, or the right wing, I’m for the whole bird.”

Ex: TDJ – LKL

Ex: BG - inaugurations

10. Work towards influencing public opinion, rather that pounds of press clippings -- pounds of press clippings are not the measure of a successful public relations program; rather, the extent to which you are able to influence public opinion and get people to think differently about and be more receptive to your message and what you are doing.

· Ex: BG- northern NJ crusade – loneliness.

Ex: Jewish Proselytizing – NAMB

Ex: TDJ Racial Reconciliation

Pat Robertson – Hunger Strike Force Convoy – 1996; Reordained.

11. Educate the media and their audiences about your ministry, rather than merely inform them about your activities.

Gus Niebuhr, religion editor of the New York Times, suggests ministry representatives look at religion as a shaping force in what happens in society. To sell a story about your institution, you need to look at where your organization or ministry intersects other forces like politics, economics, business, social development, etc.

12. Finally, in your zeal for a story, don’t overlook the reporter on the other side of the microphone who may have personal or spiritual needs.

I often have reporters ask me, “do you believe this stuff, or are they just a client?” We’ve had a number of journalists put down their pens, cameras and cynicism and go forward from the press bench at a Billy Graham crusade.