Raising Spirits on 9/11

OBJECTIVE: During the terroristic attack in New York City on September 11, 2001, the communications team of The Potter’s House and Bishop T.D. Jakes leveraged an opportunity that began nine months prior. The result was nationwide hope.

OVERVIEW: Time magazine launched a weekly series titled "America's Best," which highlights chief executives, top businesses, notable speakers, and personalities and occasionally explores the entertainment industry. Inspired by this series, a young media relations director and writer contemplated an article on "America's Best Preacher" in late 2000.

OUTPUT: Crafting fact-driven and emotionally compelling emails, Wood aimed to create an opportunity for a deserving person. However, convincing Senior Editor of Religion David Van Biema required a unique approach. Thus, Wood joined Van Biema amidst 112,000 women at Atlanta's Georgia Dome to solidify their objective and share a significant moment.

They attended the "Women Thou Art Loosed" conference in May 2000 for a potential cover story. From that time until mid-July, Wood facilitated the photo shoot in The Potter’s House church lobby, targeting a September release. Indeed, on September 17, the issue featuring "Is this man the next Billy Graham?" was distributed, coinciding with 9/11.

In a time when America was in dire need of hope, a new messenger emerged. And the beautiful dove? Wood purchased it from PETCO an hour from the church and later returned it to the store, where it found a new home with an elderly lady who had recently lost her parakeet.