Evangelism can be defined as spreading the gospel through personal witness and passionate advocacy. To be an effective evangelist, you must be passionately committed to your cause. But even unbridled passion is not enough. Being effective in anything, but especially communications and PR, requires creativity, credibility, responsiveness, and relentlessness.

In a twenty-four-hour news cycle with multiple issues competing for attention, it is imperative to understand how to break through in the media. It’s not enough to build a vital, noteworthy campaign. If reporters don’t find you credible (meaning they don’t trust that you are an expert in your field or providing accurate information), if you aren’t finding creative ways to garner ...

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