As a flood of obits is proclaiming, Billy Graham had remarkable impact. He brought revival meetings from the margins back into the cultural mainstream with unprecedented audiences at home and abroad, changed Protestantism’s dynamics by turning much of fighting “fundamentalism” into the palatable and vastly successful “evangelical” movement and, along the way, befriended and counseled an incredible lineup of politicos and celebrities.
Not least among the accomplishments was winning “good press” for his meetings and his movement. Coverage was not only vast but fond -- even from journalists with little regard for his old-fashioned, unwavering beliefs that that personal faith in Jesus Christ is the “one way” to salvation and that the Bible is God’s unique and infallible word to modern humanity.
How did he do it?
Graham’s well-chosen media team certainly knew how to manage all the usual promotional tactics. Its most spectacular feat of organizational moxie occurred in 1995, when his meetings in Puerto Rico were beamed by satellite TV to sites in 175 countries.
However, The Religion Guy would maintain the secret to media appeal was not such benign artifice but the artless charm of the man himself, his evident sincerity, and, above all, his humility. In these times of political narcissism, it is remarkable to reflect that one of the most famous men on the planet managed to carefully leash his ego, not to mention remain free of scandal. Perhaps only prayer could have accomplished such a thing.
The Guy reported on the preacher’s last revival meeting (New York City, 2005) for The Associated Press, and 39 years before that had first joined the Graham beat for one of his most interesting forays, covering it for Christianity Today (the evangelical magazine made possible by Graham’s connections).
It was his “crusade” in Greenville, S.C., the home of his harshest critics, the leaders at arch-fundamentalist Bob Jones University, which the young Graham had briefly attended.
