Qualifying Entry ...Again in the NY Times!

Strawberry Soroyan did a masterful job for the New York Times covering the effect of professional public relation firms on the branding of American Christianity in her Easter story titled, "Christianity, the Brand." It is a long expose about the work of "Larry Ross, arguably the top public relations man for Christian clients in America ..."

Find the full article at: http://www.nytimes.com/2006/04/16/magazine/16christian.html?ex=1145851200&en=d307bf6f9149682b&ei=5070&emc=eta1

On page three, she relates how "He [Ross] advises clients to avoid ecclesiastical language when addressing the mainstream ("Somebody talks about the Holy Ghost or the Army of God — that sounds like a revolution and it's coming out of Iran," says Lawrence Swicegood, who has worked for Ross and DeMoss) and to use metaphors because they stick in people's minds."

This is sage advice for anyone sharing a Christian message in popular culture, especially in mainstream media. If a TV camera can add 10 pounds, I believe an ecclesiastical-laced opinion or article can add 100 years to the relevance of what you're trying to say.

Smartly, Soroyan works in a scripture reference by citing a plaque on Ross' wall, thus qualifying her article as an 2006 Amy Writing Award entry.

Beside the desk of the receptionist, Susan Gromatzky, there was a plaque: "'When God is your client, eternity is in each account' — Proverb 16:3."

We've already encouraged her to enter because this is the type of well-written journalism that puts personal faith in the public eye and gets people to think.

Well done, Strawberry. Keep up the good work!

Submitted by,
Bruce Umpstead