Client: Denison Forum on Truth and Culture

ICC Helps Dr. Jim Denison Launch New Book, Drive Awareness and Secure a Column in The Christian Post

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Background:

The Denison Forum on Truth and Culture (DFTC) (www.denisonforum.org) exists to engage contemporary culture with moral truth. Founded by Dr. Jim Denison in 2009, the Forum responds to issues through a variety of communications and channels, including a column in “The Dallas Morning News,” daily online cultural commentary, Baylor Health Care System board membership, books, articles and speaking engagements.  

Dr. Denison tapped ICC to develop and implement a media relations campaign to promote his book, “Radical Islam,” the first in the “Unlocking the Truth” series of books offering a spiritual perspective on key cultural issues facing America. Dr. Denison also wanted to use the opportunity to promote him as a subject matter expert among both Christian and secular media outlets and audiences.

Challenges:

  • During the process, the client was undergoing a rebranding campaign
  • Author relatively unknown outside of Texas and Baptist circles
  • A lot of books on the subject (radical Islam) already published

ICC Strengths and Assets:

  • Extensive experience promoting book releases and authors
  • Relationships with and access to faith-based media and religion reporters in markets across the U.S.
  • Strong project management skills
  • Distribution capabilities directly to desktops of targeted, opted-in journalists
  • Strong relationships with PSA producers and Christian radio stations
  • Strong social media capabilities
  • Strong news writing

Strategies and Tactics:

  • Developed a comprehensive media plan
  • Developed a series of press releases and comprehensive press kit to drive awareness and excitement
  • Developed a PSA campaign and radio giveaway campaign to compliment other media efforts and drive awareness in local markets across the U.S
  • Worked with the ministry’s internal team to provide social media consultation and assistance, and help launch a social media campaign in combination with news announcements

Results: 

  • Secured 286 media clips with a combined equivalent ad value of more than $50,000 over the course of the three-month campaign.
  • Launched a national PSA and book giveaway promotion campaign, and secured the participation of 231 radio stations.
  • Scheduled 34 interviews with some of the nation’s most respected Christian networks.
  • Media coverage included Christian Broadcasting Network (CBN), Salem Radio Network and American Family Radio.
  • Secured an ongoing guest column for Dr. Denison in The Christian Post.