On October 17, more than 260 registered communicators, comprised of professionals and students, gathered at the Hilton Oak Brook Hills Resort and Conference Center in Illinois to attend the 2024 Society of Adventist Communicators Convention. For the next three days, participants enjoyed the trademark features of the annual SAC convention, such as breakout sessions, local media tours for college/university students, new tech, and top-notch speakers to engage and inspire. 

Media Tours, AI, and More

Thursday consisted of the arrival and registration for the writers, social media managers, communication directors, designers, photographers, podcasters, pastors, and other attendees. While students, at a record breaking number of 76, went on media tours to places such as Intervarsity Press, the CBS and ABC Chicago affiliate TV stations, and Edelman (a worldwide public relations firm), the morning held on-site meetings for union publication editors and a meet and greet for the conference communication directors. 

The first general session in the afternoon set the tone for the convention with a welcome from SAC president Brenda Dickerson and executive director Kimberly Luste Maran before the opening speakers took the stage. There were three presentations, each exploring the duality of how communicators must apply their skills. 

Author and award-winning journalist Bekah McNeel opened with her presentation Stories That Hurt, Stories That Heal in a Divided America, urging communicators to confront internalized “Us vs. Them” narratives that politicize our perspective on human issues. “Politics have coercive power. We often discuss human issues in and through political language, stripping it of its humanity,” McNeel shared.

Dewey Murdick, executive director at Georgetown University’s Center for Security and Emerging Technology (CSET) discussed a practical roadmap for artificial intelligence in church communications through his presentation Decoding the AI Communication Puzzle: A Pragmatic Guide to Pros, Pitfalls, & Possibilities. Murdick’s presentation explored the nuance that can come from applying AI for everyday communications' needs and the advancements still to be made. 

SAC vice president for recruiting and development Greg Dunn and Kevin Lampe, executive vice president for Kurth Lampe Worldwide, also took the stage, sharing how they handle crisis communication at their Chicago-based firm Kurth Lampe, engaging the audience with an activity, challenging them to apply what they’d learned to a real-life crisis.

The evening concluded with a reception in the exhibitor’s hall so that attendees could learn, mingle, and network. 

The bulk of the convention's agenda took place on Friday, with attendees gathering bright and early to attend TechTalk with Bryant Taylor, SAC past president, which has become a beloved mainstay of SAC. Though new technology and programs geared toward videographers, editors, and creatives were still featured, this year included a new element. Sandy Audio Visual (SAV), sponsored a portion of the technology raffled and offered a presentation by Colin Sandy, the company’s founder, who introduced their mission and vision and the technology they offer. 

Keynote, Breakouts, and Vespers (and S’mores)

After TechTalk, Lynn Hanessian, chief strategist for Edelman, spoke on “Leveraging Data to Drive a More Effective Communication Strategy.” In her keynote address, Hanessian systematically went through how data management can help organizations recognize areas of both need and growth. "Creative and impactful communications are guided by analytics: informed by stakeholder priorities, refined by audience testing and assessed by measurable results," Hanessian explained as she explored why and how data is central to communications strategy and success.

Friday held the three breakout sessions, each containing five workshops on topics ranging from copyright law to podcasting, from crisis communication to résumé review, from communicator “self-care” to technology breakdowns, and more. 

“We had a student [orientation] conference where we got to know each other — what we were most interested in, where we were coming from. We've been very, very, very busy with all the workshops that they've offered us here. I've learned how to use AI, to leverage it for my career. I've also learned how to develop and grow my career from the very beginning,” said Laura Cruz, a student from La Sierra University. “My favorite part, though, was the workshop that they set up for us students where we did mock interviews and résumé check. I'm very, very thankful for the opportunity to be here this year, and I hope to see everyone again in the next year.” 

As participants milled about the outer hallway during breaks, they could visit booths from the numerous sponsors/exhibitors of the event, such as AdventHealth, AdventSource, Adventist Health, Adventist HealthCare, Adventist Connect, SermonView, SAV, Adventist Community Services, and Voice of Prophecy; or visit the podcasting booth with a complete set-up for roaming attendees to try their hand at podcasting. One exhibit allowed communicators to try new technology and test features such as sound editing programs, aerial drones, and camera setups. 

“I love not just the networking, but really building relationships while I'm here. Over the years I’ve gotten to know a lot of people, … this also brings together people who are all doing the same thing — this complicated area of ministry — that we're doing because we love the Lord. We come back here; we want to share our ministry,” said Kristina Busch, Southwestern Union communication director and editor of the Record. 

Busch confessed, “I'm terrified of AI, and 18 years in the profession, I don't want to learn about AI, but it's a necessity, and coming here is making it a little bit less scary to see my colleagues doing it, to see how we can use it for ministry, and to see how we shouldn't use it. … I'm excited to go back [home], learn a little bit more, and get ready for next year.”

After dinner, the attendees' knowledge of Adventist history was tested with a Kahoot game lead by the hosting Lake Union Conference leadership before a praise team of District 5 church members gathered to lead a song service. JoAnn Davidson, professor of Systematic Theology at Andrews University, opened the Sabbath with a thought-provoking sermon on how we as Adventists are so focused on the Sabbath being “right” that we forget the joy of the Sabbath. “We haven’t entered the joy of the Sabbath,” she said, “We are so focused on the right day, we draw attention to our place on the right day in our name but the Sabbath is more than ‘not Sunday.’ It’s a day of joy and a royal invitation.”

The Joy of Connecting, the Joy of Ministry

The joy of the Sabbath was encapsulated Friday evening with a s’mores afterglow event, sponsored by Adventist Learning Community, where all members could huddle around bonfires, toast marshmallows and assemble s’mores, and forge friendships. College students, young professionals, and established communication directors gathered to enjoy a sweet treat. 

On Sabbath morning, the District 5 praise team opened the service, followed by a Sabbath School panel discussion hosted by the Lake Union Conference. The worship hour started with Pastor Wintley Phipps offering his vocal skills with a rendition of How Great Thou Art. Phipps’ sermon was a powerful commentary discussing how the war in heaven became a communication war of disinformation and lies, and how people today still utilize misinformation and name-calling as “the most effective tool in the communication war.” Drawing upon points from Isaiah 59, Phipps implored the audience of communicators to remember that they are “communication soldiers in the war of words.”

After the Sabbath service concluded, attendees could attend one of two guided tours; the first was visiting the Unshackled radio program and the Pacific Garden Mission; and the second was a photo tour of downtown Chicago. Members also had the option of using the time to continue connecting with other attendees, explore the area, or rest. In the evening, however, all participants returned refreshed and well-dressed for the awards banquet.

While enjoying a vegetarian meal, guests saw the proof of concept/pilot episode of The Color of Threads, a Sonscreen and Walla Walla University production that has been making the rounds at numerous film festivals, winning awards for its quality performance. Finally, SAC board podcast representative Kirk Nugent and newly elected SAC president JeNean Lendor handed out awards to communicators in professional and student categories ranging from short-form writing to best digital campaign. 

The Reger Smith Cutting Edge Award went to Southern Tidings 2024 Camporee Pin Set, by O'livia Woodard and Christina Norris; and the SAC Award of Excellence went to “Focus on Daniel,” by Voice of Prophecy. The evening ended with Nicholas Gunn receiving the Student of the Year Award; Claudia Allen taking home the Young Professional Award; and finally, Gary Burns earning the Lifetime Achievement Award, which was accepted on his behalf by Matt Webster, a family member, and SAC board representative for communication education. 

“Communications isn't just another department in the church. It's also ministry. Let me repeat, it is also ministry,” Nugent said. “If we can frame all of the skills and talents that are being entrusted to God's people as skill sets that He will require from us for His purpose and for His glory, we can be more inclusive of what it means to utilize [those] skills for ministry.”