Union University's Public Relations team received accolades in the May issue of "Public Relations Tactics," for their efforts after a tornado ripped through Jackson, Tenn., on Feb. 5.

The article highlighted the actions of the staff as they handled the crisis and involved students in managing the story for a world-wide audience. As outlined in the article, the staff demonstrated a strategic commitment to the university and their numerous constituencies during the tragic event.

The Public Relations Society of America publication gave the public relations team high marks, noting, "Even the best crisis planning is insufficient without spur-of-the-moment creative thinking."

Several of the Union University staff members are BCA members - Tim Ellsworth, Jim Veneman, Cam Tracy and Todd Mullins. Others on the team - Mark Kahler, Morris Abernathy, Kathy and Michael Chute - are former members who have represented BCA well.

Tim Ellsworth recently released God in the Whirlwind: Stories of Grace from the Tornado at Union University.

There are some great lessons for all BCA members in the response offered by Union's team. Attached is a PDF of the article. If you are like me, you will put the article in the file to refer to often.

The article is copyright 2008 PR Tactics. Reprinted with permission by the Public Relations Society of America (www.prsa.org).