# LCMS Convention Workbook_St. Louis Missouri_1969_S417
# Machine transcription, uncorrected — CHI Digital Archive (demonstration)

CHURCH LITERATURE AND PUBLICATIONS;

for Valparaiso University, replaced Pastor Albers in
August 1968 as assistant director in the St. Louis office.

In addition to those named above, two secretaries
and a part-time newswriter are also employed by the
department.

Policymakers

What boards are supposed to be, the Board for Pub-
lic Relations is in every sense of the word — policy-
makers, not administrators. For their careful delinea-
tion of this role, also for numerous other intangibles,
the director expresses public appreciation to the follow-
ing:
Dr. George J. Beto of Huntsville, Tex.: Mr. Lynn A.
Christian of Dallas, Tex.: Mr. Harold J. Dunkelmann,
vice-chairman, of Getzville, N. ¥.: Mr. Richard H. Han-
neman, secretary. of Elmhurst, Il.: Rev. Arthur L. Hill-
mann of Portland, Oreg.: Rev. Rudolph P. F. Ressmeyer
of East Norwich. N. Y.; and Rev. Victor C. Rickman,
chairman, of Chicago, IIL

The board takes this opportunity to pay special
tribute to Rev. Arthur Hillmann, board member since
1962 and secretary since 1965, who was called home to
eternal rest on Jan. 10, 1969.

The Key People

Some may think it's coming down the pike to speak
cf the synodical scene first and secondarily of District
and parish levels. But it isn’t —

The public relations director of another denomina-
tion recently told a small group of Missouri Synod com-
municators, “Here is where I truly envy your church
body. I couldn't assemble a group like this from my
whole denomination.” He was well aware that the Mis-
souri Synod has a vast network of 400—500 men and
women engaged in the work of the department.

These are the key people — District directors in each
of our 35 North American Districts, area representatives
in media centers all across the country.

This envied arrangement springs from the fact that
entree into the national news media (press. radio, tele-
vision) is considerably more difficult than in the local
media. In response, the department seeks partial ful-
fillment of its overall assignment through the strategic
and cumulative possibilities embodied in the network
structure.

Understandably the staff gives high priority to the
requirements of its network personnel: the need for
encouragement in a sometimes difficult, unappreciated
task: the not infrequent requests for immediate advice
and assistance: and the increasing demands for pro-
fessionalism in today’s world.

In this latter category District directors are encour-
aged to schedule annual meetings with their area repre-
sentatives and to conduct a workshop or seminar every
2 years. The director has participated in 15 such work-
shops in recent months. A Synodwide public relations
workshop for the District directors is arranged by the
staff on a biennial basis.

The most recent synodical workshop was held in
St. Louis Jan, 21—23, 1969. Theme of the conference

PUBLIC RELATIONS AND COMMUNICATIONS 417

was “PR Horizons.” The program included Dr. John
R. Rider, chairman of mass communications at Southern
Illinois University; Dr. Wilbur C. Fields, director of
public relations, Southern Baptist Convention: Mr. Leon
C. Drew, vice-president of CBS Television: and an out-
standing multimedia presentation by Prof. Robert G.
Strobridge of Webster College. That 10 of our 15 coi-
leges and seminaries had representatives at the work-
shop and that they requested more visibility on future
programs is a small commentary as to the results of
this event.

Synodical conventions present another growth op-
portunity for the District directors, as well as a check-
point for the organizational network. Since the Houston
convention in 1953 the directors have been on the scene,
providing assistance with national and worldwide con-
vention coverage and gaining experience in pressroom
operations and through professional contacts with media
personnel.

It would be more than appropriate for the conven-
tion to recognize the quiet yet important contributions
of these key people.

One More Link

An effective parish public relations program is one
more link in the chain of department organization and
structure. Conscious of the Synod’s advisory relation-
ship to its parishes, the department is largely dependent
on the imagination, initiative, and energy of our parish
leadership. Happily an increasing number of congre-
gations are contacting the department for guidance and
assistance in their local programs.

Envisioned are 6.000 parish public relations commit-
tees. one in every parish. The bare minimum ought to
be the appointment of a talented individual who is
charged with this responsibility.

A trilogy of resource material recommended for
every church library is Telling the Good News, a basic
public relations handbook for Lutheran churches: “Go
and Tell,” leader's guide: and accompanying “Work-
book,” complete with 40 suggested projects.

“Story,” a 15-minute color film, is the latest depart-
ment effort in assisting parishes with their public rela-
tions. “Story” features Mr. Ray Scherer, former NBC
White House correspondent now in London. “Story”
gives professional insights about publicity, contacts with
the media, and that “image” thing. Write phone your
District director or area representative for a showing
in your congregation.

As the film concludes, “A planned parish program
with careful followup cannot help but bring you to the
public. .. . Do your job well. Christ has plenty of
competition these days'”

Update — Releases — P/R Orbit
These three titles relate to some of the ongoing pro-
ductivity of the department:

Update — weekly three-page summary of the syndi-
cated Religious News Service, originally produced as an