LCMS Convention Workbook St. Louis, Missouri — 1998, Page 46

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46 SYNODICAL REPORTS

name and reputation of KFUO and the Synod, and the BCS looks
forward to a positive resolution to this matter.

Lift High the Cross Ministry

In the fall of 1996, the BCS acted upon a staff proposal to ex-
plore the possibility of a hot-air balloon ministry. As a special ef-
fort begun during the Synod’s 150th Anniversary observance, the
ministry would give additional visibility to the Synod and its con-
gregations and would provide an opportunity for expanded out-
reach in evangelism.

Research was completed, part-time staff was engaged, and sig-
nificant support was garnered from Lutheran Church Extension
Fund, the Board for Congregational Services, and the 150th An-
niversary staff. In January 1998, “Lift High the Cross” was sepa-
rately incorporated and was granted Recognized Service Organi-
zation status by the Board for Congregational Services. In February
1998, the first balloon was dedicated by President Barry.

Response to the concept has been positive from those congre-
gations, schools, and other entities that have requested the balloon
be part of special events in their communities. As of this writing,
the balloon is scheduled for appearances on nearly a weekly basis
well into 1999.

News and Information

The Division of News and Information produces the Synod’s
two official periodicals—The Lutheran Witness and Reporter—and
is the primary contact between the national Synod and the secular
and church-related news media.

The Lutheran Witness magazine is published monthly for the
lay members of the Synod’s 6,000-plus congregations. As this re-
port is written in February, the magazine has a circulation of nearly
300,000. Reporter, a monthly newspaper with a circulation of some
64,000, targets its news, ideas, and resources to the Synod’s pro-
fessional church workers and the lay leaders of its congregations.

As the chief point of contact between the news media and the
Synod’s national offices, the division seeks to provide these out-
lets with useful information about the Synod’s mission, ministry,
and official positions, doctrinally and on issues to which it has spo-
ken.

Accomplishments

* Working with Concordia Publishing House, introduced an ex-
panded and updated Lutheran Witness that has a new layout and
design, more pages, and full color throughout. The Board for
Communication Services is grateful to CPH for its renewed com-
mitment to the Synod’s official magazine.

Received awards for both periodicals from The Associated
Church Press in annual competition among denominational and
other church-related periodicals. In the two competitions held
since the 1995 convention, Reporter received eight awards, in-
cluding third and second place, in 1996 and 1997 respectively,
for “Best of Class” among national and international newspapers;
The Lutheran Witness received four awards.

Successfully developed advertising and subscription revenue for
Reporter to offset postal-rate and paper-cost increases, while at
the same time absorbing cuts in the newspaper’s allocation from
the synodical budget.

Saw the expanded use of inserts mailed with Reporter by synod-
ical entities as a cost-effective vehicle for carrying their message
to the Synod’s church workers and lay leaders.

Completed a major series in The Lutheran Witness on what we as
Lutherans “believe, teach and confess,” based on the Augsburg
Confession. The series is now available as a book—Augsburg
Today: This We Believe, Teach and Confess—from Concordia
Publishing House (order no. 20-2509, $4.99). Each article in the
series and book is Gospel-centered, practical, and written in a
popular style. The book includes questions for reflection or dis-
cussion, and suggestions for further reading.

Provided ongoing and extensive coverage of the Synod’s 150th
Anniversary Celebration in Reporter and The Lutheran Witness.
Included were articles in Reporter intended to encourage cele-

brations in the local congregation and a feature article in The
Lutheran Witness to help readers actually visit sites related to the
Synod’s history.

Marked the Synod’s 150th Anniversary in a very special way
with two commemorative issues (April and May 1997) of The
Lutheran Witness devoted entirely to the Synod’s history. Spe-
cial features included a full-color fold-out timeline that relates
synodical events to world history. The two issues are available
as a set from Concordia Publishing House (order no. 51-0003,
$1.50).

Filled a long-standing vacancy for manager of the News Bureau,
which will allow us to be more proactive in placing stories about
the Synod, its people and congregations with the news media.

Plans

* With CPH, develop a site for The Lutheran Witness on the World
Wide Web; explore development of a web site for Reporter.

* Develop, support, and carry out programs to increase the circu-
lation of The Lutheran Witness (with CPH) and Reporter.

Continue to work with the Church Growth Study Committee and
its chairman, Dr. Robert Kuhn, in carrying out provisions of 1992
Res. 3-09, “To Address the Church Growth Movement.”
Through the news bureau, use new technologies to expand pro-
vision of regular news from the Synod to the secular and church-
related news media. ©

Synod Relations

The Synod Relations unit (formerly known as Electronic Media
Relations) is responsible for the church body’s traditional public
relations activities. The unit assists with public relations activities
at the International Center and maintains liaison and contacts with
secular and religious media outlets for the purpose of telling the
Synod’s stories through those outlets.

For I5 years, the staff slot for public relations has been vacant
due to financial constraints. Therefore, public relations activity has
been accomplished on a team shared responsibility basis. .

The 1996 Communications Plan established the Synod Rela-
tions unit, which is structured to do public-relations functions, in-
cluding those formerly done by the Electronic Media Relations
unit. In the past decade, public-relations message distribution and
the electronic media systems process have continued to grow
closer, so that with the addition of workers, the new configuration
becomes strategically wise.

Media relations in the information age are crucial but more
time-consuming because of the splintering and mega-growth of
electronic message systemis. Thus, relationships with decision-mak-
ers in both religious and secular media are established and fostered
so that the Synod is in the best position possible to acquire time
and space for its stories. Synod Relations, through its contacts.
stays current with the communications industry and is able to pro-
vide counsel to individuals and entities in the Synod.

Program Correlations:

* The Jubilee Network® liaison seeks to increase radio listener
awareness of Synod news and views.

* The Executive Communications/Media Skills Workshop/
Synod Officer Placement activities train spokespersons, shape
messages to meet specific media opportunities, and place peo-
ple in print or on broadcast, cable, and DBS.

* Production assistance seeks to shape messages to fit specific
media.

* Mass-media campaigns serve national Synod needs while
highlighting the people, mission, and messages of local con-
gregations.

* Visual Identity (the Synod.logo) efforts help in public aware-

ness.

Support for religious freedom in electronic media via over-

sight of FACTA NEWS, Inc., and via assistance to the “Free

to Voice the Gospel” awareness project. seeks to maintain
precious Constitutional rights.