Note: This is the second in a series on the unexpected twists and turns of my career. If you didn’t see part 1, go back now and catch up at https://newsouthessays.com/2022/09/17/even-better-than-expected-part-1/.
Learning the ropes of public relations from Ben McDade reinvigorated my career. Getting home before 6 p.m. every day reinvigorated my relationship with Carla. After a year, I was able to start, tuition-free, Mercer’s Master of Business Administration program. I had a new vision for what I could achieve, and my career expectations shifted from running a newsroom to running a university relations office.
Two years into my tenure at Mercer, Ben left to start his own consulting business. A new AVP named Judy Lunsford was brought in to run the office. Judy was a nice person and a capable public relations professional. I had no qualms with working for Judy, and I was well into my MBA. There were elements of the job that frustrated me, but overall, I was happy. Carla and I even began planning to start a family. My dreams, which seemed ambitious at the time, were actually pretty confined: enjoy our new house, start a family, work my way up to AVP at Mercer, stay close to Carla’s parents in Sandersville, and enjoy life. That was disrupted when Ben called me one day in early summer out of the blue. He wanted to meet for breakfast and “check in.”
After “rescuing me from newspapers,” Ben had a new proposition. Among his marketing clients was a faith-based nonprofit headquartered in Atlanta called the Cooperative Baptist Fellowship. Founded in 1993, CBF had its national headquarters in Atlanta, and Ben had a contract with them to do marketing and public relations. CBF’s chief communications officer, David Wilkinson, was leaving, and CBF asked Ben to come aboard and lead the communications and marketing efforts. Ben explained to me that he planned to take the job and would be voted on at the Fellowship’s General Assembly in a few weeks. Among his conditions of accepting their job offer was that he be allowed to hire someone to come in and build a media relations enterprise from scratch.
“There’s only one person in the country for this job,” Ben said over coffee at the North Macon Cracker Barrell. “You have the background in Baptist life and journalism. You’re it.”
Once again Ben had taken me outside of my comfort zone. My immediate response was threefold: I didn’t want to quit on my MBA, I didn’t want to move to Atlanta, and I didn’t want to work for Baptists. The whole thing felt sketchy and unstable. Our first born, Barron, was just an infant, and being close to Carla’s family, our babysitters and support, was a primary concern. I told him I would pass on his offer and thanked him for thinking of me.
After the General Assembly, I started following CBF in the Baptist media. A controversy over a plagiarized sermon plagued the meeting that summer, and I felt even better about passing up working for Baptists. Then Ben called a second time to ask if I would join him at CBF. The answer was still an emphatic “No.”
Unbeknownst to me, Ben had a mole at Mercer. Ben enlisted Mercer Creative Director, Steve Mosley, a close colleague and confidant, to inform him the next time I had a particularly difficult or frustrating day. Inevitably such a day came. It was a Friday, and I had spent the morning rising early, driving to Atlanta, filling a seat at an event that was not the least bit related to my job, and returned to Macon after lunch with a full day’s worth of work ahead of me. Steve and I were working on a redesign of the university’s signature alumni magazine, The Mercerian, and it wasn’t going well. The first new design we submitted was rejected as “too fresh,” and we were sent back to the drawing board. It was a long, hard day. Ben later confessed to me that Steve called him on his way home that night and told him “Now is the time to give Lance a call.” I wasn’t the least bit suspicious when my cell phone rang on Monday morning. Ben reiterated his offer, and I found myself coming around to the idea.
“I’ll think about it,” was my response to Ben’s third offer.
At the time, I was also struggling with a sense of calling to ministry. As I told my pastor at the time, Dr. Jim Dant, I had done every role in a church except serve on a church staff and was wondering if I should be pursuing full-time ministry. At Mercer I was handling the public relations for the relatively young seminary, the McAfee School of Theology, and was intrigued by the possibilities of enrolling. When Ben made repeated appeals for me to join him at CBF, I believed it was the answer to my prayers, combining both my sense of calling and professional skills and experience.
When Ben was able to commit to helping me financially finish the MBA, that sealed it for me. Carla and I believed we wouldn’t have to move, and I could just commute to Atlanta. My three initial objections had been addressed. The last remaining roadblock was resigning my current job. Leaving Mercer meant telling the Vice President for Advancement, Emily Myers, the most feared and effective administrator in Mercer’s history. Other than telling me “Ben’s just hiring you to do all of his work,” she did not try to stop me from leaving. In November 2002, I went to work for the Cooperative Baptist Fellowship.
I flourished at CBF. I immediately hit the road with Ben, traveling across the country, building relationships with reporters who covered religion, introducing them to CBF and helping them understand who we were in the crowded and confusing Baptist landscape. Those first four years, I visited more than 140 newsrooms and averaged 5-10 nights away from home each month. I juggled graduate school, a young child and marriage. It was a difficult period made more difficult by our transition to the metro Atlanta area.
After commuting the nearly two hours from Macon to CBF’s office on the north side of Atlanta four days a week, it was clear that I couldn’t sustain such a grind. We started looking for a house in the areas near CBF and found a great neighborhood in Lilburn with a house that met all of our conditions.
I found the work at CBF challenging and rewarding. After I finished my MBA, I was promoted to director of communications and marketing and for the first time in my career inherited more marketing responsibilities. Working for a faith-based non-profit satisfied my sense of calling to ministry because I was telling stories and facilitating CBF’s annual fundraising campaign for missions. The first year I was in charge of the Offering for Global Missions campaign, I cut the amount we spent producing the promotional materials by $75,000 and increased the amount raised by $75,000. Making a $150,000 difference felt good. I traveled to ministry sites for CBF’s domestic rural poverty initiative, Together for Hope, on Native American reservations in South Dakota, small towns in the Mississippi River Delta in Arkansas, and communities along the Rio Grande River Valley of Texas. I went to Southeast Asia seeing firsthand the work in northwest Thailand, Singapore, and post-tsunami recovery areas of Aceh Province in Indonesia.
The position helped me develop communications abilities beyond writing. I spoke frequently in churches and developed a network of advocates with whom I frequently met to resource them to promote CBF in their congregations. I was given the opportunity to run the media relations operation for more than 100 reporters at the historic New Baptist Covenant first meeting in Atlanta with representatives from Baptist denominations all across the country. I achieved so many career firsts while engaging my faith in my vocation. In many ways, CBF felt like the perfect fit and a place where I could work for the rest of my career.
I did not see how the seeds were being planted for the next big transition of my career.