Raising Spirits on 9/11

OBJECTIVE: To divert attention to a higher calling of hope during the terroristic attack on the World Trade Center towers in New York City on September 11, 2001, the communications team of The Potter’s House and Bishop T.D. Jakes took hold of an opportunity that took nine months to earn. Coincidentally, it took a tiny scheduling miracle for it to work.

OVERVIEW: Time magazine created a weekly series with an “America’s Best” series that would focus on chief executives, industry-leading businesses, speakers, personalities, and even dabbled in the entertainment world. After reading one of these articles, a young media relations director and writer thought about an “America’s Best Preacher” article in late 2000.

OUTPUT: With fact-driven and emotionally appealing emails to create an opportunity for a deserving individual, but Senior Editor of Religion David Van Biema needed convincing, so Wood sat in the center of 112,000 women inside Atlanta’s Georgia Dome with Van Biema to cement the goal—to experience a moment in time.

Time magazine publishes a week in advance. Following “Women Thou Art Loosed,” Van Biema noted this opportunity would happen for a cover story. That was May 2000. From then to mid-July, Wood helped prepare the photo shoot in the lobby of The Potter’s House church. The project was slated for a September release, Sept. 17, to be exact. A story entitled “Is this man the next Billy Graham” hit the shelves the week of 9/11.

When America needed hope the most, they were given a messenger. (Oh, and that beautiful dove? Wood bought that from a PETCO an hour away from the church and donated it back to the same store that gave it to an elderly lady who lost her parakeet a week prior.)