070410 ALR PR Workshop Script for Second Faith-Based Marketing Summit

Second Faith-Based Marketing Summit, 4/10/07

Renaissance Dallas Richardson Hotel 900 E. Lookout Drive Richardson, Texas 75082 Phone: [phone]

Fax: [phone]

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Attendees:

· Marketing/Communications/Development Directors in non-profit organizations – both Christian ministries and social organizations

· Advertising agency marketing directors who want learn how to adequately communicate with the faith community

· For profit organizations looking to locate faith based consumers in traditional media outlets and non-traditional mediums

· Church communicators staff and business administrators

· Entrepreneurs/authors/independent artists who have a product to sell to a faith and/or family-oriented audience

· Those who find that walking the thin line between ministry and marketing a challenge

· Anyone wishing to speak to the faith community in ways that resonate with their faith and their commitment to family values

Faith Based Marketing Seminar

April 10, 2007

Intro

· Good Morning. My name is Zach Johnson – just flew in from Augusta, where I had a busy weekend. (How about that guy – and his Christian witness; obviously God honored his faithfulness. But it was interesting how the media struggled to avoid that story, on Easter, no less.

· Actually, my name is Larry Ross, President of A. Larry Ross Communications here in Dallas.

· I want to thank Beth Cathy, ________________, and ____________ for their invitation to be a part of the second Faith-Based Marketing Summit.

· 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 for the home team regarding efforts, events and emphases which are both inspirational and transformational.

· 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.

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

· For nearly 26 years, 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.

Like several other colleagues on this program, 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 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. 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.

· Let me start by asking, how many here today are:

- On a church staff?

- With a Parachurch ministry?

- Are full-time/PR/Communications Professionals?

- Public Relations or Media Relations is part-time in your responsibilities?

- Looking to add publicity to their marketing mix?

- Are in the media?

- 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 I

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.

· We’re not talking about publicity for publicity’s sake. We are talking about using every possible means 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.

Overview II

“B.C.” Cartoon

· One the way into work, yesterday, I heard Paul Harvey say that, sadly, cartoonist Johnny Hart died – at his drawing board.

· Awhile back, his cartoon “B.C.”, had a panel that speaks to all of us as religious communicators. You know the drill -- 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.

· 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.

· This session is entitled, “If You Can’t Say Anything Newsworthy, Don’t Say Anything At All,” – obviously an adaptation of your mother’s admonition about saying only nice things about people.

Both are true for your ministry – all of us, as religious communicators, have an opportunity to put the Gospel in a cultural context, and provide balance by effectively telling the “good news behind the bad news” that the media report every day, perhaps as reflected by the positive stories of changed lives as a result of your ministry.

· You or the principle of your organization or ministry 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. 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.

· A recent article entitled, Reaching out to Religion” in “The Freedom Forum” concluded that “the clergy can close the gap between religion and news organizations by becoming familiar with local media, establishing a media relations function and being accessible to reporters when they want comments or background. The paper wants a comment now, not tomorrow.”

· 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 or Rick Warren and extend the impact of their organizations.

THEORY

· Today, there seems to be an interesting paradigm shift in the way the news media cover religion and religious news.

Evidence shows that, across America, interest in religion is up. Commensurate with this upswing in religious interest, following a period where space or commitment for religion coverage by publications was on the decline, I think we’re seeing it on the upswing again.

THE MEDIA

· In a syndicated Op-ed piece in the “Dallas Morning News,” Columnist Bob Greene opined, “The front page headlines and the lead stories on the 6:00 news don’t often strike our lives. The things that are important seldom make the papers.”

· All of us have seen the increasing number of stories with a strong ethical or moral dimension – if not overt religious significance.

What is changing is a shift from an emphasis on corporate religion to coverage of the importance of faith and spirituality in individual lives.

· The idea is not to reduce religion to yet another special interest group in the public arena competing against other groups. What we need is a greater understanding of the obvious and subtle ways in which religion informs and affects our public and personal lives.

Mike Shaeffer, former religion editor of the Philadelphia Inquirer, put it this way:

“The issue is not so much how we communicate about religion as reporters but how religious organizations communicate with the press. That is where progress is needed. The churches (and Christian organizations) need to get used to the idea that we will cover them as news when we can and begin to be much more sophisticated in their understanding of the role and function of the press.”

As professional religious communicators, that is our challenge.

· Michael Maus of Minnesota Public Radio said:

“The media have become our public square and will continue to set the agenda for public discourse. If individuals or organizations want to be a part of that dialogue they need to take a position – offensive or defensive – in ways that will enable the gatekeepers to understand and communicate the essence of who they are, what they represent and have to offer.”

· 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.

· With this in mind, Diane Winston, formerly of The Dallas Times-Herald,suggests that it’s important for religious leaders and organizations to respond with appropriate quotes on timely news items. Within the past year, how many of you contacted media about the Christian faith and message vis-à-vis:

· The trial that starts this week for Mary Winkler, the minister’s wife who shot her husband in Tennessee

· The recent 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 “Facing the Giants,” “The Nativity Story,” or “Jesus Camp”

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

· Any other of the numerous news items that have had a religious dimension in recent weeks?

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.

· PR is a management function that not only speaks FOR an organization, but also TO its leadership.

· 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).

Three years ago this past weekend, 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 thought.

WHAT IS NEWS?

For those of you who attended the first Faith-Based Summit, I shared a definition of news from Reuven Frank, former President, NBC News, who recently passed away. It conveys some important dynamics we need to review:

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.

MINISTRY NEWS POTENTIAL

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?

People, what they do:

· Your involvement in this conference, interacting with other industry professionals from across the nation

· Special issues – How many are doing a special edition or emphasis on “The Da Vinci Code?”

· Celebrity interviews – make available for syndication or reprint with mainstream media.

People, what they say:

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

o Quantitative or qualitative perspective on the role of faith in our culture

o Cultural trends, such as growth of Christian music, faith and family films, etc.

o Holy Spirit and the Zeitgeist, including spiritual dimension of current movies

o Faith element of current events and news:

· Iraq war

· Mary Winkler, Tennessee minister’s wife who allegedly shot her husband

· Immigration

· Intelligent design

The harsh reality is that no matter how noble our ministry, no matter how spiritual we are, no matter how positive the impact we make in the community, the media don’t really care about what we are doing. Their sole purpose is to produce a quality publication or program that is relevant and of interest to their audience.

Through strategic public relations efforts, we can convince the media that the Christian message is relevant and of interest to their readers, listeners, or viewers.

Most ministries go hat-in-hand to the media asking them to publicize their event or promote their organization because of the great work they are doing.

____ TIPS FOR NEWS RELATIONS

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.

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.

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

1. 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

2. Don’t Confuse Good Intent with Good Content

Ex: Giles’ Ch. 11 church service release

3. 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: Assembly 2007- People for American Way filed suit Thursday – hijacking by the Religious Right

Masters 2007 – Zach Johnson

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

4. 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

5. Demonstrate Your Organization’s Story as Representative of a Larger Trend

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

6. Position Your Top 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

7. 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

8. 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 (15th Legacy 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.

9. – 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?

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.

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

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

11. Leverage Seasonal Media Focus –

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

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

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

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

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 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. Stearn gave Anna Nicole Smith a copy of “Purpose Driven Life” before she died.

Ex: