Union University's Public Relations team received accolades in the May issue of "Public Relations Tactics," for their efforts after a tornado ripped through Jackson, Tenn., on Feb. 5.

The article highlighted the actions of the staff as they handled the crisis and involved students in managing the story for a world-wide audience. As outlined in the article, the staff demonstrated a strategic commitment to the university and their numerous constituencies during the tragic event.

The Public Relations Society of America publication gave the public relations team high marks, noting, "Even the best crisis planning is insufficient without spur-of-the-moment creative thinking."

Several of the Union University staff members are BCA members - Tim Ellsworth, Jim Veneman, Cam Tracy and Todd Mullins. Others on the team - Mark Kahler, Morris Abernathy, Kathy and Michael Chute - are former members who have represented BCA well.

Tim Ellsworth recently released God in the Whirlwind: Stories of Grace from the Tornado at Union University.

There are some great lessons for all BCA members in the response offered by Union's team. Attached is a PDF of the article. If you are like me, you will put the article in the file to refer to often.

The article is copyright 2008 PR Tactics. Reprinted with permission by the Public Relations Society of America (www.prsa.org).

Churches discouraged by a generation disillusioned with the church could take heart in the words of its loving critic Sarah Cunningham.

Cunningham, the twentysomething author of "Dear Church: An Introduction to a Disillusioned Generation," told members of the national Baptist Communicators Association in April that "I know personally the church is not going to die in our generation." She knows this "not just from personal experience," but also from the promise of Matt. 16:18, which says in part, "the gates of Hades will not overcome" the church.

At the same time, she listed some warnings from research among her generation, most of whom she admits are turned off by organized religion, and are dropping out of "the church" even if they are not leaving "the faith."

She said church leaders should see this disillusionment as an opportunity rather than a crisis. Instead of the paralyzed hand wringing that often accompanies crisis, we should grab the opportunity to innovate and connect.

To connect with twentysomethings, this young author says some very important things. These are not just her opinions, but come from wide research among her peers.

Respect and embrace diversity. While you may think "diversity" is all about race, it is much broader. It includes diverse opinions, ways of doing things and ways of seeing the world. It includes the ability to work easily with and appreciate others who hold opposite views.

Seeking to involve the next generation does not mean gaining their support of what you are doing. It means supporting their ideas, too.

Twentysomethings expect authenticity. They like reality TV with "raw presentation of the truth." Authenticity means letting your feelings show. Don't be flashing a commercial smile in the pulpit when you're telling a story of pain.

Allow God to be mysterious. "Conversion is more than a 'repeat after me' prayer," she said. Keep stories personal and real.

Young people embrace change more easily than their parents, but you still need to "Tell them what's coming." It's alright to admit transition won't be easy. They are not after "easy" and in fact, we demand too little of them.

They like Rom. 5:3-5 that says "we rejoice in our sufferings" because they know suffering for Christ brings fruit.

Twentysomethings are leading billion dollar companies. They are at the root of much innovation and lead the charge toward unlimited possibilities of the future. Embrace, challenge, affirm, trust and expect more of them and you may just retain that generation for the Church.

Visit the Academy of Motion Pictures web site, and you can't watch "No Country for Old Men." Visit the Grammys site, and you can't listen to full downloads of winning songs. But visit the site for The Webby Awards, and you can visit every winner for the past several years. By cruising the best of the best in a variety of categories, you can gain a lot of insights into how great communicators are using the Web in innovative ways. So look them up, and if your boss asks why you are browsing "Paper Critters," truthfully reply, "Um, research."

Kathryn Carson heard her name called seven times during the awards banquet for the national Baptist Communicators Association in Phoenix April 18.

The first time you hear your name is mostly relief because no one wants to get shut out during the event that recognizes the best work of the year by association members.

But Kathryn, lead graphics designer for the Baptist State Convention the past three years, heard her name called repeatedly during the event, gracefully walking forward to receive a certificate each time, with increasing admiration from her peers.

We love to be called by name, don't we? With an outgoing personality and inclusive style, my college roommate must have been the inspiration for the movie character Austin Powers. Students shouted his name across campus and he would wave and reply, "Hey, there you are."

When Austin Powers, "man of mystery," said, "There you are" to a stranger, the stranger asked, "Do I know you?"

"No," Powers replied, "but there you are." Knowing someone's name was not an Austin Powers priority because he is totally ego centric.

It means a lot to call a person by name. It is the first step to knowing them. Calling their name says you value them as more than a presence, a title, a responsibility, or by the label someone else sews onto them.

During Operation Inasmuch April 19 members of Zion Baptist Church in Cleveland County, N.C. were setting a memorial patio into place at Christine's House, a residential facility for girls from abusive or dysfunctional homes. The patio consisted of memorial bricks etched with the name of a donor or a person the donor wanted to honor.

Our name is important. Jacob wanted to know his wrestling opponent. In some cultures parents believe the name they bless a child with determines the child's life direction.

In Exodus 33:17 the Lord said he would do what Moses asked, "because I am pleased with you and I know you by name."

Jesus said in John 10 that sheep recognize their shepherd's voice when he calls them by name which enables him to lead them.

The ability to remember names is a real blessing. We may excuse ourselves as simply being unable to remember names, but knowing the blessing it is to be called by name, it is a good idea to work at remembering. One way to remember is to repeat the name quickly in context after you learn it.

Participants at BCA last week will remember Kathryn Carson's name a long time.

Having a tough time explaining Web site design to stakeholders in your organization? Having an even tougher time understanding it yourself? Check out this helpful video:

Design Coding

(HT: Kristie Randolph, KBC media relations/marketing associate and Web surfing champ.)