Pastor's Pastor: Evangelistic opportunities in media

Taking the denomination's name to the public is part of the evangelistic arm of the Church. There is power in the name of our church. "The name Seventh-day Adventist carries the true features of our faith in front and will convict the inquiring mind."¹

Keeping the Seventh-day Adventist name before the public through public media or personal relationships developed by members in various civic organizations creates awareness, credibility, and trust—all foundational for evangelism.

Offering specific guidelines for accomplishing this objective, Cindy Kurtzhals, Communications Director for the Florida Conference, notes that each time the name Seventh-day Adventist is mentioned in an article, spot, or pro gram, the content of the message can give hope to the reader, listener, or believer. Most importantly, it provides the Holy Spirit another opportunity to work on the heart.

When adapting Kurtzhal's useful tips, remember to use the Church's name fully and correctly—a hyphen between "Seventh" and lower case "day." Avoid initials, SDA, which convey no powerful message and may even connote negative or internal jargon meanings.

Publish community oriented events. Three Florida churches each created a concert series and an effective print and electronic media advertising campaign. Guests have drawn closer to the Adventist Church or accepted their Lord because of these methods. For example, the 69-member Lady Lake church brought in extra seating because 175 people attended their concert series in cooperation with the Lake County Organ Association.

Write opinion newspaper articles. These op-ed articles typically appear opposite the editorial page providing opportunity to share an Adventist point of view. Such articles can give positive exposure as well as sharing the Adventist hope. Build an ongoing relationship with editors and they, in turn, can call you with a request for information or another article.

Provide news media coverage for major Church evangelistic events. Prior to Net '96 a systematic effort was launched and carried out by local church communication directors under the leadership of the Florida Conference communication director. Coverage was achieved in local/regional newspapers, radio and television talk shows which resulted in some members of the media attending.

Issue news releases for standardized events like school openings, camp meetings, or seminars, or for services that benefit the community, such as providing furniture and clothes for a family burned out of their home, hosting a blood drive, or operating a thrift store that sells items at a nominal cost.

Invite media reporters to attend events such as "Breathe Free Plan to Stop Smoking." Thus they can report on the program and their successes or challenges.

Purchase advertising on various media outlets to promote a positive image of your church or to inform the community about regular worship services or special events. Amazingly, small investments in paid advertising can bring dramatic results. View advertising as an investment, rather than an expense. Make certain your church can readily be found in telephone directories (both white and yellow pages), local newspapers, hotel listings, and community guides. Try reaching newcomers with paid ads in real-estate magazines or become a sponsor for community "welcome neighbor" programs.

Target your audience. Try focused spots in Arts and Entertainment features for one year or provide denominationally produced programs for cable channels or radio stations. Seventh-day Adventist radio or television programs can be placed on the air. Air time costs less on cable television and community access channels. For example, one Florida church paid just $15.00 per spot for their evangelistic campaign and their spots were broadcast during lorry King Live on CNN.

Contact radio and television talk shows with short, thought-filled ideas. Hosts are always searching for articulate, interesting guests; and you might be included in their recurring lineup.

Join a civic or special interest hobby organization, such as: Rotary, Kiwanis, or Lions Club, Press Club, Ministerial Association, computer groups, stamp clubs, etc.

Effectively publicize what you are already doing well. For example, Pathfinders have collected canned and nonperishable goods for families in need during the Thanksgiving and Christmas holiday seasons for more than fifty years The Boy Scouts of America have done likewise for less than a decade, but have received much publicity, which Adventists could have experienced if they had asked for coverage by submit ting news releases or producing public service announcements. Some TV stations will even assist you in producing a public service announcement.

Remember your media contacts at holidays or appropriate times of the year. Expressing appreciation makes others eager to help your activities become more successful.

Install and maintain informational and directional signs. This is smart evangelistic strategy. If people cannot find you easily, they will likely move on to some other location which is more clearly identified. Remember to consistently maintain any sign or facility that represents the Church. Avoid allowing poor quality, deterioration, or lack of maintenance to define the mes sage you wish to convey.

Sponsor features such as Healthwise, a camera-ready newspaper column about health prepared by the General Conference Health Ministries Department and available through the General Conference Communication Department for a nominal fee. This resource provides 13 columns at a time for delivery to local newspapers on a quarterly basis. Newspapers can rearrange the layout but must include the copyright, which indicates that the content is produced by the Seventh-day Adventist Church.

Create your own church's special event in conjunction with community issues. For example, churches in New York City recently remained open for prayer, counseling, and rest during the crisis there. Partner with other community organizations by including all hosting groups in your publicity.