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American Bible Society

Strategy

The American Bible Society is an international brand recognized for making the Bible available to every person in a language and format each can understand and afford. RLM’s assignment was to build on the Bible Society’s solid brand recognition in the religious and non-profit sectors as it penetrated the secular market. The objective was to transform the American Bible Society into a household name and trusted media source.

Tactics

Initially RLM gained access to the secular market by focusing on significant events. The firm utilized two of the Bible Society experts Dr. Robert Hodgson, Dean of the Nida Institute for Biblical Scholarship at the American Bible Society, and Dr. Joseph Crockett, Director of Research, to discuss major events. For each interview, RLM prepared extensive Briefing Books for media spokespeople, a detailed document describing the goals, objectives, talking points and the nature of the interview, as well as a history of the journalist’s prior work. The firm also provided counsel on a variety of topics, including what to do when a “Share our Stories” contributor threatens suicide.

Dr. Hodgson was media trained and made available to the media as a valuable resource for journalists who sought commentary on a variety of subjects, from The DaVinci Code and The Jesus Papers to the significance of June 6, 2006 (666) and blasphemy in the media.

RLM also built effective story angles around the launch of American Bible Society Presents, the release of the Gullah Bible, partnerships with Esperanza USA and Latin Christian band Salvador, and the Lifetime Achievement Award presented to Rev. Dr. Billy Graham.

In 2007, RLM continued to focus on significant events, while remaining connected to its religious base. Dr. Crockett was also media trained and became the spokesperson for Martin Luther King Jr. Day and during Black History Month, and the firm also constructed relevant story angles around Dr. Irwin’s visit to Turkey and the “Day of Prayer for Christian Unity,” a program sponsored by the Hispanic/ Latino Ministries division.

Building upon this success, RLM continued to source file the American Bible Society as an authority on all matters pertaining to religion and God’s Word. RLM stayed ahead of trends in media and responded to the pertinent news issues of the day, including the deaths of Yolanda King and Ruth Bell Graham, Bible Distribution in newspapers and celebrities claiming life transformations from reading the Bible.

Results

While the American Bible Society sustains its reputation as a faith-based organization whose primary goal is to translate and distribute the Bible, the Bible Society is now a resource for journalists looking for experts to speak on a variety of cultural topics. TIME, Newsweek and newspapers worldwide call the Bible Society seeking information for articles.

RLM garnered remarkable media coverage by utilizing the knowledge of Dr. Hodgson, including broadcast coverage on Good Morning America and MSNBC, print and wire coverage including Reuters, United Press International and the Washington Post. The firm continued to garner placement in the Chicago Sun-Times, Miami Herald, Charlotte Observer and Atlanta Journal-Constitution; all this in addition to religious outlets that have traditionally covered American Bible Society, including Beliefnet.com and the Christian Post.

RLM continued to provide the American Bible Society with high media visibility throughout the country with targeted regional outreach for American Bible Society Presents. In an article published in the Charlotte Observer regarding the death of Ruth Bell Graham, The Bible Society was the only notable in the article—besides the President of the United States. When the Associated Press ran a story on the Fort Worth Star-Telegram planning to distribute Bibles along with their newspapers, not only did RLM secure Dr. Irwin’s letter of response in the Star-Telegram, which is the paper that will distribute the Bibles, the Christian Post also ran a story on the issue, quoting the letter.

The American Bible Society also successfully penetrated radio via interviews on stations around the country including Bob Dutko Show (Detroit), Live from Seattle, Moody Broadcasting (Chicago) and USA Radio. After several successful media outreach campaigns, Dr. Hodgson’s knowledge and presence is well respected among journalists who now frequently contact RLM requesting interviews. CNN and the Associated Press Broadcast Radio Network interviewed Dr. Crockett regarding Dr. Martin Luther King, Jr.’s use of scripture as fuel for his activism. Dr. Crockett was also an American Bible Society Presents spokesperson.

When Simon Barnes joined American Bible Society, major business publications such as Crain’s New York Business and the Philadelphia Inquirer wrote about the appointment—solidifying the American Bible Society’s reputation as an influential and world-recognized organization. American Bible Society is now on its way to achieving its goal of becoming a household name.

American Bible Society: Select Media Placements

September 2006-September 2007

American Bible Society: Select Media Placements

January-September 2006