Archive for the ‘Collective Soul Blog’ Category

Public Relations & Christian Witness

While thinking about how to describe PR to a faith-based client recently, I was reminded of how PR is truly a biblical concept. As Christians, we are to be witnesses for Christ – to make him known publicly. In essence, this is what PR professionals and publicists do for their clients.

If God had a social media profile…

Just as we who proclaim to follow Christ should reflect Him daily in words and actions, we also represent the other groups with whom we identify. Our behavior reflects on our employer, our family, our school, our church, our neighborhood, etc.. In guarding our words and actions for Christ we also reflect well on any other groups or organizations we represent.

The Bible additionally teaches that our attitude is as important as our actions. We should have a positive outlook that chooses to see the good and be thankful in difficult circumstances. Similarly, in PR, when challenges arise, we don’t try to “spin” the situation or paint black as white, but we look to emphasize the positives in any situation and see challenges as opportunities for growth.

things we need to do well

Finally, as in sharing our faith with others, we don’t coerce or emotionally manipulate people to our way of thinking – we simply convey what we believe to be Truth, and let others make up their minds for themselves. In PR, we are not “selling” with less-than-truthful advertising, but imparting knowledge and information in a careful, gracious way. We pursue integrity in our communications and try not to skew our perspective.

While publicists and PR professionals tend to be mindful of how their words and actions reflect on their clients or employers, all too often in this social media age it seems Christians don’t take full notice of the impact their conversations or behaviors make online. It grieves me when I see a watching world equate that behavior with Christ and His Kingdom.


I encourage us all to think both biblically and like a PR professional in order to improve not only how we represent our faith, but also our families, employers and any other groups with whom we identify as we conduct ourselves before a world always on the lookout to judge and critique our behavior. In a way, we all are PR agents for Christ.



Give It Another Look

I’m sure we’ve all experienced it — you see something day after day until it becomes part of the background, of hardly more interest than a blank wall.

Then, suddenly, it is as though you’re seeing that object for the first time. You rediscover its details, its particularities, what makes it stand out from its surroundings. Your experience is different from the first time you considered it, because it comes after a period of comfort and familiarity, and you realize you had forgotten its inherent otherness, its unique and singular purpose in the world.

A few years ago, ALRC was privileged to work with DreamWorks Pictures on “The Prince of Egypt,” a retelling of the story of Moses and the deliverance of the Hebrew people from slavery under the Egyptians. One surprising and moving outcome of that partnership was the generous gift of several of the film’s storyboard illustrations.

Two of those images hang across from my desk, one above the other. The top painting depicts Moses’ mother, Jochebed, placing her son’s basket into the Nile river. The lower image shows Pharaoh’s wife standing in the same river, cradling the delivered child in her arms.


In Jochebed’s scene, the river’s current has just begun to slip the basket from her fingers. Sorrow tugs at her brow, and her lips are parted with a prayer to the river for her child’s deliverance from Pharaoh’s slaughtering forces. She has no way to know that, further downstream, another woman is about to find and scoop him from the water. In the scene with Pharaoh’s wife, Moses ironically find safety in the household of the man who ordered his death. He grows up a prince, unaware of his destiny to free the Hebrews, walking past his people day after day without giving them a second look.

These images, parts one and two of a small narrative, have incomparable impact on the grander tale of slavery, deliverance and redemption — in the Bible, Moses may have been the first baby to be hidden away in humility and crudeness for his safety, but he was not the last.

Too often, we allow the smallness of life to cloud our perspective, taking as a matter of course the seemingly meaningless components of our day that, in the long run, add up to more momentous turning points. We forget they are the pegs and bolts of a loftier, weightier architecture.

In PR we maintain friendships and partnerships with hundreds of media contacts, politicians, authors and business owners, and our ability to communicate our clients’ interests to them depends not only on constancy and trust, but in not allowing details around us to sink into the background — always striving to remember the “little things.”

When’s the last time you noticed something as though you hadn’t seen it before?