LOS ANGELES: Trinity Broadcasting Network (TBN), a religious broadcast conglomerate that reaches more than 90 million homes, has hired a PR firm to help it generate more interest with non-religious audiences.
The Southern California-based network picked Arizona-based boutique WDC Media after a competitive pitch.
WDC principal Susan Zahn said she will focus on "streamlining relationships with reporters" because Trinity has "never been successful in crossing over to secular media. They want the same kind of consideration that ABC, NBC, and CBS are receiving."
Zahn credited her firm's win of the account over larger agencies to aggressive pitching. She wouldn't name the other agencies. "We just acted as if it were already our account and went out and secured press," she said.
Paul Crouch Jr., TBN's VP of administration, said that WDC was chosen because the firm was "creative, had business intelligence, was familiar with the secular media marketplace, and was performance driven."
"One of many projects WDC will be responsible for is maintaining high visibility in the secular media for TBN programming and theatrical releases, as well as working with cable affiliates on cross-promotional media opportunities," said Bob Higley, TBN's VP, cable and satellite relations.
WDC will promote an upcoming film, A Night With the King. It will also work on five TV programs, including Gifted, a talent show for gospel singers and Travel the Road, about daredevil missionaries, as well as on JCTV, the company's youth network.