PR Lessons From Jesus
The Bible is filled with examples of how people, including Jesus utilized public relations to engage with the masses, cultivating strategic communications around messaging that has ultimately changed the world…
What is PR
All of our lives have been crafted around public relations campaigns in one form or another. That watch and lipstick that you’re wearing, your house, your car, your last vacation, what you ate for lunch most likely has been crafted around a campaign to get you to buy these items. Good PR helps you understand why you need something, and how it will enrich your life.
Public Relations according to Miriam-Webster is the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution.
There is an art to this type of strategic communication, and using it to influence perception, advocate, build reputations, and control a narrative is no small feat.
Some background before I make my point
At the age of 30 Jesus started his public ministry, before that His occupation was a carpenter. It was the family business. His father Joseph was a carpenter and he learned the craftsmanship of working with wood and building with it from a young age. In addition to woodworking, He also dedicated His pre-public ministry time to deeply studying the Torah and the writings of the Prophets. Even though He is deity, He, like us had to grow in wisdom and stature (Luke 2:52).
All His life, Jesus must have been a unique person. His character, His nature, His behavior, how He moved, how He engaged with people, His devotion to the Father- all of it must have been a sight to see. He was different, He was special and those around Him could see it. His earthly brothers James, Joses, and his sisters could see it too, and they saw it all too well living in the same house as Him.
In a dialogue with His brothers, Jesus pushes back and tells them He is not going to make Himself publicly known- that His time had not yet come. His family knew He was special and perhaps there had been talk in their household that His mission and vision of teaching and sharing the Gospel message would require a public face. We know that His brothers didn’t like Him, they didn’t believe Him, and that most likely envy lived in their hearts:
“After this, Jesus went around in Galilee. He did not want to go about in Judea because the Jewish leaders there were looking for a way to kill him. 2 But when the Jewish Festival of Tabernacles was near, 3 Jesus’ brothers said to him, “Leave Galilee and go to Judea, so that your disciples there may see the works you do. 4 No one who wants to become a public figure acts in secret. Since you are doing these things, show yourself to the world.” 5 For even his own brothers did not believe in him. 6 Therefore Jesus told them, “My time is not yet here; for you any time will do. ”
While in the midst of not believing and not liking Jesus, His brothers saw a PR opportunity. They could discern His greatness and his calling, and they were trying to inch Him to stepping out on a public stage to garner fame. They were telling essentially him to create that Instagram and TikTok account, take that speaking gig, and show Himself to the world.
Lesson 1- Don’t step out before you’re ready
If you’re called to have a public platform, be sure the time is right. The art of public relations is indeed an art and the best publicists know this. They carefully study the public while creating a structure to build up their client around a crafted image. If one just steps out in front of the public before their character is properly molded, before they have the wisdom, backbone, and funding, they’re going to get a gut punch. Standing in front of the world without vision and a plan is unwise and can result in irreparable damage. Knowing when to say no, like Jesus and waiting until the right time is imperative.
You see, Jesus was already famous-ish. He had already performed his first public miracle at the wedding at Cana. People had already seen a sense of his divine power, yet still, He wasn’t just going to step out in front of the world. Timing and seasons are everything.
“7 The world cannot hate you, but it hates me because I testify that its works are evil. 8 You go to the festival. I am not going up to this festival, because my time has not yet fully come.” 9 After he had said this, he stayed in Galilee.10 However, after his brothers had left for the festival, he went also, not publicly, but in secret. 11 Now at the festival the Jewish leaders were watching for Jesus and asking, “Where is he?” 12 Among the crowds there was widespread whispering about him. Some said, “He is a good man. “Others replied, “No, he deceives the people.” 13 But no one would say anything publicly about him for fear of the leaders.”
Lesson 2- You must be prepared for the naysayers
A second reason why Jesus didn’t just step out until the time was right, is that He had to deal with the naysayers and His enemies. We all have to deal with unfavorable people, but for those in the public eye, they have to be mindful that they are public figures and they can’t just deal with people in any way they like. In today’s age, a good publicist will recommend media training and any other kind of mindfulness training to their clients on how they need to deal with unfavorable people.
Lesson 3- You must be prepared for the naysayers
A second reason why Jesus didn’t just step out until the time was right, is that He had to deal with the naysayers and His enemies. We all have to deal with unfavorable people, but for those in the public eye, they have to be mindful that they are public figures and they can’t just deal with people in any way they like. In today’s age, a good publicist will recommend media training and any other kind of mindfulness training to their clients on how they need to deal with unfavorable people.
Lesson 4- Prayer and a spiritual practice is imperative
“But Jesus often withdrew to lonely places and prayed.”
There is wisdom in waking up early. Now, I understand for a lot of people, especially creatives, we thrive in being awake late at night and into the early hours. But the principle of cultivating a prayer life is the point, which can happen at any hour. According to Mark 1:35, Jesus woke up really early when it was still dark- some scholars say between 3-5am to pray. Prayer was His lifestyle, life line, and habit, and He’d steal away to solitary places to be with God.
Being a public figure is not easy at all, and prayer is an absolute must. Having a spiritual practice to ground oneself is also an absolute must. Prayer for patience, obedience, how to love in the midst of trials and fiery darts that are being sent your way, to not operate with ego, and seeking wisdom on how to use one’s platform for God’s glory and the betterment of others will bring a strength that this world does not offer.
Lesson 5: When the time is right
When the time was right for Jesus to step out in front of the public in full-time, He had to sell the Gospel message of salvation in a way that people then could understand. But, He was also laying the groundwork so that all who would come after His death, burial, and resurrection could understand the imperative need for salvation. He was thinking beyond the crowds he ministered to, He was thinking of you and me and all the generations to come.
So, He used PR tools to get the Gospel message out. He taught with parables, easily digestible stories so that people could understand larger Biblical principles. Another PR tool is that He used is holding public demonstrations of miracles to show God’s power. And He engaged in strategic debates to challenge religious leaders, to explain truths they had wrong. All of these PR tools were used to engage with and interact with the public.
Other examples of PR in the Bible
After interpreting Pharaoh's dreams, Joseph was placed in charge of Egypt’s food supply during a famine. He managed a nationwide crisis, building trust and maintaining his reputation as a wise leader, ultimately saving many lives. (Book of Genesis)
Esther navigated complex court politics to advocate for her people, utilizing strategic timing, relationship building, and careful communication to influence King Ahasuerus and save the Jews. (Book of Esther)
Facing intense opposition, Nehemiah used clear communication to motivate the people, managed public opinion, and strategically defended his project, demonstrating effective reputation management and crisis communication. (Book of Nehemiah)
Paul utilized strategic communication and persuasion to advocate for Christianity across the Roman Empire, acting as a PR representative for the gospel. (Book of Acts)
All of our lives have been crafted around public relations campaigns in one form or another, and we see how effective strategic communications take time. We can’t just step out in public with an idea. A plan, the right time, the right team, a solid message, preparation for the naysayers, and prayer are crucial to getting the public to engage with whatever you’re selling. Jesus knew this, Esther knew this, and the Apostle Paul knew this. There are many great teachers of PR out there, but how inspiring to take notes from Jesus Himself.
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