LCMS Convention Workbook St. Louis, Missouri — 2004, Page 67

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SYNODICAL REPORTS 67

IX. Top Ten Accomplishments for 2001-04

¢ Creation of a museum exhibit “Treasures from the House of the
Lord,” celebrating CHI’s work in the Synod for 75 years and the
accomplishments of its sainted director Dr. August R. Suelflow

¢ Creation of a permanent museum exhibit “Lutheran Children’s
Activity Center”

Completion of resource files for an online newsletter “Today in
History” and its distribution through LCMS e-News to 2,588 sub-
scribers

e Acquisition of an open book scanner for digitization of manu-
scripts and rare books

¢ Completion of the German period of the LCMS (1847-1926) for
the Synod’s “Doctrinal Resolutions Project”

¢ Distribution of a video about the Institute to all congregations in
the LCMS titled “Hidden Treasures: Celebrating 75 Years of Pre-
serving History”

¢ Completion of the backlog in archival accessioning

¢ Acquisition of a second microfilm reader in the CHI Reading
Room

Significant progress in library and museum cataloging and com-
puterization of catalogues

© Displaying of the exhibit “Martin Luther—The Reformer’ at the
Institute’s museum from July 1 to Sept. 25, 2004, in cooperation
with Concordia Seminary, St. Louis; the Lutherhalle Museum in
Wittenberg; and German cultural authorities.

Lawrence Rast Jr., President
Martin R. Noland, Director

Board for Communication Services
Introduction

The Board for Communication Services is responsible for in-
forming, reporting, and interpreting the Synod’s purpose, program,
and positions to its members, as well as for promoting an increased
understanding of its positions and programs on the part of the
Synod’s various publics.

The Board for Communication Services seeks to carry out its
functions in the Synod in order to help International Center execu-
tives and staff, as well as those in the Districts, in their communi-
cations efforts. The Board for Communication Services also en-
deavors to carry out its duties so as to enhance the communications
and image of The Lutheran Church—Missouri Synod as whole. As
the Synod embarks on One Mission—Ablaze/ the Board for Com-
munication Services will provide communications and public rela-
tions support as it informs, reports, and interprets the Synod’s mis-
sion and ministry to the public.

Over the past triennium, our staff and board members have
worked tirelessly to achieve their goals and aspirations for ad-
vancement of the LCMS and its ministry. In the interest of sim-
plicity and comprehension, this report will follow the existing
structure of our department.

News and Information

The Division of News and Information produces the Synod’s
two official periodicals—The Lutheran Witness and REPORTER—
and operates a News Bureau that distributes news and information
to audiences Synodwide.

Accomplishments

¢ In partnership with Concordia Publishing House, worked with a
magazine consultant to thoroughly review the content, look, cir-
culation, and marketing of The Lutheran Witness. Recommenda-
tions from the consultant are being evaluated and will be incor-
porated as appropriate.

e With CPH, performed a full round of market research on The
Lutheran Witness. This included a readership survey, District
telephone research, a survey among non-subscribers, and a na-
tional survey of pastors—all aimed at gathering data that would
be helpful in efforts to improve the magazine and increase its cir-
culation.

¢ Created for the Synod’s Web site an online version of The
Lutheran Witness.

¢ Created for the Synod’s Web site an online version of RE-
PORTER, which is updated at least biweekly.

¢ Published in February 2003 a special issue of The Lutheran Wit-
ness that focused on the ministries we do together as the Missouri
Synod. The special issue was sent to about half a million house-
holds, more than double the regular monthly distribution.

¢ Began to include in The Lutheran Witness on a quarterly, rotating
basis a high-visibility feature on the work of LCMS World Mis-
sion, LCMS World Relief/Human Care, and the Board for Higher
Education/Concordia University System.

e Began offering news updates formerly on the LCMSNews list-
serv via the new LCMS e-News service, to which one can sub-
scribe free of charge through the Synod’s Web site.

¢ As of Jan. 20, LCMSNews updates were reaching 7,965 sub-
scribers.

Future Goals and Challenges

¢ Based on recommendations of a magazine consultant (see above)
and in partnership with CPH, incorporate improvements intended
to increase the usefulness and circulation of The Lutheran Wit-
ness.

¢ Increase the frequency and timeliness of news updates via the on-
line REPORTER and via LCMSNews (through the LCMS e-
News system).

e Attract 10,000 visitors per month to the online version of RE-
PORTER.

Public Affairs

The Division of Public Affairs is charged with gaining access to
public media on behalf of the Synod through contacts with news-
papers; radio; TV; magazines; Internet outlets; and secular and re-
ligious newswires, networks, and syndicates. The Director of Pub-
lic Affairs is the Synod’s chief spokesman to the external press and
plays a key role in promoting the Synod’s ministries and repre-
senting its positions on the issues of the day.

Public Affairs also is charged with coordinating media place-
ments of the Synod President and assisting in the communication
needs of other synodical officers. The office also serves as a con-
sulting liaison between national Synod and synodical entities facing
crises or questions regarding crisis communication.

Accomplishments

Issued statements, stories, and story ideas resulting in placements
in many newspapers and other media outlets, both print and elec-
tronic. The “impressions” made by these placements (i.e., the
number of readers or listeners) total well into the millions.

¢ Some of the topics addressed included Ash Wednesday, Palm
Sunday, Christmas, gay ordination, just war, military chaplains,
controversies in the LCMS, heresy trials, church finances, do-
mestic abuse, Lutheran World Relief, capital punishment, teen
sexual abstinence, hymnals, tithing, Christian conciliation and
dispute resolution, outreach to Muslims, crises in the mission
field, post-traumatic syndrome, grief counseling, “Igniting Con-
gregations,” the Luther movie, and religion in the U.S. presi-
dency.

¢ Placements occurred in such print outlets as the New York Times,
New York Newsday, Washington Post, USA Today, Los Angeles
Times, Chicago Tribune, Miami Herald, Associated Press, United
Press International, Knight-Ridder Newspapers, Newhouse
Newspapers, Religion News Service, and Christianity Today

2004 Convention Workbook