NEWS ARTICLE |
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Stairway to Heaven: Faith-Based PR Firm Gets Lion Share
By Michelle BertelloUSA Religious NewsPhoto: Susan Zahn, President WDC Media (Los Angeles) ? Over 90% of Americans consider themselves Christian, yet traditionally there has been a tremendous gap between religious America and the media, but the chasm between the two is now being bridged by an amazing telecommuter-based publicity firm, WDC Media, which is employing a new market strategy while gaining the lion?s share of the religious publicity business. "We are building massive communication bridges that can reach millions," says Susan Zahn, WDC Media?s President. ?Our clients are intent on impacting the world and we are passionate about helping them. They look to us to brand their core values in the media. And as faith-and-value media experts, we reinforce our clients? message in Christian media, then cross it over into secular media, all the while creating a spin factor on the Internet." With the catchy motto, ?PR with a Higher Purpose?, Zahn?s innovative firm has captured the interest of an ever growing influential list of clients that reads like the Who?s Who of Christian media and ministries, including the world?s largest Christian broadcasting empire, Trinity Broadcasting Network (TBN), which reaches over 100 million people. Clients also include the Nationally Syndicated Radio Program, "Jay Sekulow Live," hosted by Chief Council Jay Sekulow of the American Center of Law and Justice which reaches an impressive 1.2 M daily listeners. WDC Media also serves popular author, Life Coach and renowned inspirational TV host Paula White. This week, White interviews Donald Trump on "Paula White Today." In addition, Zahn juggles a plethora of TV programs, Direct-to-DVD projects, new books and crafts publicity on 3 motion pictures. One includes the lavish production, "One Night with the King," starring Omar Sharif and Peter O' Toole which Zahn's team and several other PR firms ramped-up publicity on. "One Night with the King" is currently in theaters nationwide in the top ten. Unlike many public relations and media firms, WDC media has taken a road less traveled on its path to success--No fancy corporate offices, not many power lunches, no ad or media buys, just hardworking, savvy telecommuters with experience as journalists, former TV reporters, pastors, religion editors, media experts, bookers and publicity agents, who work in teams of three or more to meet clients? needs. The money saved from not having a high-priced corporate address gives clients affordability while at the same time allowing employees the creative freedom to work in their own environments without having to report everyday to a fixed office location dressed to impress. "Because we have not invested in office space on the East and West Coasts, we are able to offer substantial savings to our clients," Zahn explains. And there is yet another ingredient to Zahn?s client-success model: prayer. "From a Christian perspective, a team approach also allows us to pray for our biblically-based clients," Zahn says. "For where two or three are gathered together in my name, there am I in the midst of them." (Matthew 18:20).In addition to teamwork and prayer, Zahn says that WDC has embraced cutting edge technology that allows the firm to tap into information streams. These are creating new spins on how news is disseminated on the Internet via blogs, news feeds, news search engines and news portals. All these drive WDC?s clients? messages globally. WDC Media recognized early on that religious America was anxious to share news and pertinent information with the media, the faith community at large and with Hollywood. This cross-pollination of religion into mainstream media using an expert creative staff has made WDC Media the ?go to? firm among Christian public relations companies, which pushes WDC into even more expansion. "WDC is in an expansion mode and Hollywood is a big part of our thrust," explains Zahn. "Twentieth Century Fox was the first real mover and shaker in the industry to clearly recognized an under-served Christian audience that was hungry for faith-based and family friendly venues they could relate to and created a brand distribution label, ?FoxFaith,? to fill a growing market demand for wholesome and inspirational content. I wish Twentieth Century Fox's new brand every success,? say's Zahn. ?I believe FoxFaith is going to engage Christian culture and impact society in new and exciting ways.? Hollywood may well be WDC?s next frontier. Zahn reports that WDC is dialoguing with a former major studio marketing executive. Perhaps, WDC will parley the relationship, which she says couples respect for WDC clients? values with a well-known and respected reputation in the industry, into a powerful interlocking of television and motion picture clients that create new synergies and branding opportunities.So how does it feel to have the lion?s share? "It feels great. We're loving it! We have worked hard to get where we are and have no plans to rest on our laurels. Nor will we ever retreat. God has given WDC immense favor not only with our clients, but the media as well. Now Hollywood is just around the next bend. We are on a serious mission ? an exodus journey of sorts," says Zahn. "We are aggressively lifting the Gospel out of the box into mainstream media."
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