our distinctives

“Sometimes I think I pray as much about press conferences as I do about my sermons. It’s so easy to say a sentence that someone can misunderstand. It is so easy to be misinterpreted.”

Billy Graham

ALRC serves to extend the impact of Christian based organizations or projects and the influence of Christian leaders to a broadened group of target audiences, with minimal demands on their time.

In providing Media/Public Relations consultation and representation, ALRC seeks to help clients:

• Approach media from a ministry, rather than a marketing perspective, showing how the Christian message speaks to individual and societal problems
  
  
• Remain pastoral, not political, in their position on issues in the media
  
  
• Speak from their heart, not their head
  
  
• Put the emphasis less on activism for a particular issue or cause and more on advocacy for the Christian faith
  
  
• Focus on things that don’t require a reporter to be of like mind or faith to see it as news
  
  
• Project the identity of their organization – that already exists – rather than trying to manufacture an image
  
  
• Meet the media’s needs first -- by emphasizing news -- but to go beyond merely the facts to impart understanding to the reporter that he or she can convey to their audience
  
  
• Educate the media and their audiences about their organization and related issues, rather than merely inform them about ministry activities
  
  
• Remain aware, when applicable, that they ultimately represent the Kingdom of God – not just their church, ministry, organization or its leadership