Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, August 14, 1993 TAG: 9308140117
SECTION: EXTRA PAGE: C-4 EDITION: METRO
SOURCE: GEORGE W. CORNELL ASSOCIATED PRESS
DATELINE: NEW YORK LENGTH: Medium
Experienced in journalism and film, they sift through commercial sex and gore to find quality exceptions that exemplify high principles. Such works are singled out for honors.
"Plenty of people are condemning the awful stuff, but we take a different approach," said David Smith, president of the Religious Public Relations Council.
"We notice the good jobs and put the spotlight on them," he added in an interview. "We think that's a better way to go."
The multifaith council of about 600 members across the country includes public information specialists for varied religions and their organizations - Christian, Jewish, Muslim and several beyond those lines, such as Baha'i.
J. Ron Byler, a Mennonite and the RPRC's executive director based in Gladwyne, Pa., observed, "I don't believe that any other organization is more explicitly interfaith or more ecumenical. It's broader, more inclusive."
It's also considered the oldest national public relations society in the country, started in 1929 when the field was just emerging by a tiny band of 21 information providers for agencies of larger Protestant denominations.
Asked why religious groups would happen to be among pioneers in that activity, Smith of Thousand Oaks, Calif., a Seventh-day Adventist public relations officer, said:
"Churches have always been in the business of wanting to communicate, to tell their story. Communication is the first thing on their agenda. It's been on the burner all along."
However, the field has expanded immensely among both small and large religious groups and its specialists have become more professionally adept. Most maintain strict journalistic standards, insisting on open meetings by officials, and reporting both favorable and I think we're seeing a turnaround toward making something positive and uplifting. Hollywood is starting to tiptoe away from so many R-rated movies. They're realizing they can make millions with PG movies. David Smith President of the Religious Public Relations Council unfavorable developments.
Every major denomination and many smaller ones have their public relations staffers. Besides providing the media with topical details, sources and background information, the information specialists turn out steady streams of news accounts about work in their sectors.
Instead of criticizing the secular media's faults in reflecting religious realities, the RPRC pays tribute to the occasional fine presentations with annual "Wilbur Awards."
The awards to selected films, TV programs, broadcasts and published material are named for Marvin C. Wilbur, who served 27 years as the council's executive director while an information officer of the Presbyterian Church.
"I argued that you aren't supposed to name something like this after a man until he's dead," said Wilbur, 78, of Tenafly, N.J., who retired from his posts in 1978. "But they went ahead and did it anyway."
Throughout each year, council members maintain what's called a "Wilbur Watch" to ferret out productions conveying spiritual themes and values.
"It's not easy to find, but it's there if you look hard enough," said R. Marshall Stross of Manhasset, N.Y., council historian, a former Ohio newspaper editor and longtime director of Lutheran press, radio and TV work.
This year's Wilbur winners included NBC for its family drama, "I'll Fly Away," and "The Quarrel" and "A Promise Kept," episodes of "Sisters"; an ABC "20-20" interview with Middle East hostage Terry Waite; and Detroit's WTVS-TV for a series on youth, "Think Before You Act."
Also Time magazine for a cover story, "`God and Women"; cartoonist Pat Brady for a series on values; the Detroit Free Press for a series on gays and the church; Bride's magazine for an article on interfaith marriages; and WPVI-TV of Philadelphia for a story about female priests.
"If you look carefully, there a lot of good and ennobling material out there," RPRC president Smith said. "It's up to our members to put on their binoculars and look hard for the positive portrayals."
Asked if there were any signs of media improvement, Smith said, "I think they're thinking about it. They still crank out a lot of other stuff. Networks look at the bottom line, ratings, what sells, what sizzles.
"But I think we're seeing a turnaround toward making something positive and uplifting. Hollywood is starting to tiptoe away from so many R-rated movies. They're realizing they can make millions with PG movies."
by CNB