The 26th annual Society of Adventist Communicators (SAC) Convention, held October 16-18, 2025, at La Sierra University, brought together more than 225 communication professionals, students, educators, and church leaders from across the North American Division. Under Southern California blue skies and almost too-good-to-be-true weather, the gathering served as a hub for professional development, inspiration, networking, and collaboration.

The event kicked off Thursday afternoon with the opening general session held in the Hole Memorial Auditorium. Attendees were warmly welcomed by Christon Arthur, president of La Sierra, who provided a special message for communicators. Current NAD communication director Kimberly Luste Maran interviewed Bryant Taylor, Southern Union Conference communication director and original TechTalk expert and host. Taylor shared how the idea came about with former NAD communication director George Johnson Jr., and media producer Chip Dizard.

Emcees Courtney Herod, associate director of communication for the Carolina Conference and SAC vice president for communication, and communication professional and award-winning filmmaker/producer Rachel “Rynn” Scribner introduced the various segments and speakers, including Merlinda Balmas, Warner Bros. global and international brand partnerships management, and Tanya R. Cochran, Ph.D., professor of English and communication at Union Adventist University.

The evening concluded at the Zapara School of Business with a “Meet the Firms” job fair, a partnership between La Sierra University and SAC. Though primarily geared toward students and local job seekers, with the addition of SAC exhibitors, the fair gave all attendees an opportunity to network. 

The opening reception included a catered pasta and pizza dinner from a local Italian restaurant that set up its wood-burning ovens right outside the Troesh Conference Center at the School of Business. The relaxed outdoor atmosphere encouraged connection among longtime colleagues and first-time participants alike. During his welcoming remarks, John Thomas, dean of the Zapara School of Business, emphasized the importance of building relationships as a key to professional and personal success. 

Over the following days, attendees participated in a range of breakout sessions covering social-media strategy, podcasting, branding, photography, media relations, and digital storytelling. Friday’s activities opened with the popular TechTalk, and a keynote address by speaker and consultant Seth Yelorda, who spoke on how to lead with clarity.

Yelorda emphasized the importance of clear, accurate communication to avoid confusion and inspire purposeful action, and the need for communication professionals to reflect on and define their core purpose — their “true north” — to guide their work.

“At my core, I want others to know that I helped people recognize that they are created for purpose and called by God,” Yelorda said about his own “true north.”

A new element in 2025 was the Advanced Practice Track (APT), open by registration only to administrators and communication directors employed by the church, that goes beyond basic communications to cover weightier topics. The concept for this pilot was introduced by the Pacific Union Conference, and Ray Tetz, director of communication and community engagement for the union, along with his team, provided not only the framework but also many special participants, including union and local conference leadership. Of note, Arthur, and Pacific Union president Brad Newton and executive secretary Sandra Roberts, participated in one of the panels. 

The first of the three APT sessions covered the RESPECT Index, which is a framework for building trust, clarity, and impact. The second session offered a candid look at how communicators and administration can collaborate more effectively, especially during high-pressure situations. Finally, the third session, with church employed attorneys, covered the legalities and ethical considerations surrounding emerging technologies, namely artificial intelligence, and their impact on communication within the church.  Among the key takeaways from these sessions is that communicators play a vital role in helping leaders refine and focus their messaging and ensuring that statements align with the organization’s mission and vision. Communication directors gain credibility when they demonstrate competence, especially when they offer administrators fresh, expert perspectives. 

In the emerging technology session, it was noted that institutional policies will likely become standard as AI influence expands.“For a church who believes it won’t be deceived, we’re gullible,” said one of the participants, regarding AI’s power to blur truth and reality. Ultimately, the session framed technology not as a threat but as a tool to be used wisely. Understanding both its limits and its promise allows communicators to serve the mission with discernment and integrity.

There were numerous other sessions happening simultaneously on topics such as social media, podcasting, and photography, all presented by experts. 

“The photography workshop opened doors for me in relation to technical execution in things like flash photography and strobe lighting,” said Jacob Capiña, a student double majoring in film and multimedia communication at Pacific Union College, who attended Ronald Pollard’s two-part photography seminar. “It also provided me with the psychological framework to approach photography; the ability to communicate a story and capture someone’s moments so they can look back on it for generations to come.” 

In between sessions, participants enjoyed La Sierra’s campus and mild autumn weather, including visits to the on-campus Museum of Natural History, the Bandstater Art Gallery, and the Center for Near Eastern Archeology. 

Friday afternoon, going into Sabbath, attendees enjoyed an outdoor vegetarian taco dinner catered by a local Mexican food cafe before heading into the conference center to begin the Festival of the Sabbath, sponsored by the Pacific Union Conference. The focus of Friday and Sabbath services was Sabbath itself and what it means for humanity. 

The Friday evening program, which also drew a few community members, included a  sermon by Kendra Haloviak Valentine, who currently serves as professor of New Testament studies in the H.M.S. Richards Divinity School at La Sierra University. 

In his Sabbath morning address, Sigve Tonstad, assistant professor, medicine, and research professor in theological studies at Loma Linda University, encouraged attendees to view Sabbath not so much as a commandment but also a commitment and memorial; a memorial not in the sense that Jesus is gone but as a reminder that He is present. 

“We create memorials for those who are not with us anymore, for those who are absent. … And that doesn’t work for the Sabbath. If the Sabbath actually connotes presence, that He is here, He is not absent,” Tonstad said. 

The weekend culminated on Saturday evening with the annual SAC awards banquet, recognizing both student and professional communicators for excellence in writing, design, video, and digital media. Honorees were celebrated for creativity, technical skill, and dedication to advancing mission-driven storytelling.

The awards ceremony concluded with the presentation of the SAC Lifetime Achievement Award to Tetz for his significant contributions and impact in the world of Adventist communication.

Before presenting Tetz with the award, several individuals shared their thoughts on the impact his mentorship and leadership meant to them, including Julio Muñoz, associate communication director for the North American Division; Alberto Valenzuela, associate director of community engagement and communication for the Pacific Union and editor of the Recorder, and Connie Vandeman Jeffery, associate director and host of “All God’s People.” 

The evening’s address was given by Kevin Lampe, co-founder of Kurth Lampe Worldwide, a strategic communication firm. One of his notable career highlights is working with then-Senator Barack Obama in 2004, preparing him for what would become a pivotal keynote address. Lampe’s address focused on the power of saying “yes.”

“Every one of us is here because of a series of ‘yeses’ that we have said throughout our lives. Maybe you said yes to an education, yes to your faith, yes to working in a field that sometimes nobody else wants to work in,” he said. 

Lampe then noted that he was where he was because of saying yes to several life-changing opportunities, just as Obama said yes to delivering the keynote address that would ultimately change the course of his life. 

“[In the future], you’ll be asked so many questions, and you’ll think to yourself, can I really do this? Am I talented enough? Am I capable? And, can this make a difference?” Lampe said. “I know you will pray and seek guidance. And I know that guidance is going to take you to a place where you say yes, and you can change the world.”

The weekend concluded with attendees heading back to their respective mission fields, armed with actionable information to strengthen communication programs, as well as new and renewed professional friendships and ministry partnerships.

Reflecting on the event, Maran, who is also executive director for SAC, said, “We were pleased to provide inspirational general sessions, informative and educational workshops, unique worship programs, local media tours and rich networking opportunities. We’ve received lots of positive feedback.” 

She added, “I am very thankful for the hard work of the NAD communication, event management, professional services, Adventist Learning Community, and production services teams , the SAC board, the Pacific Union Conference, and La Sierra University. I am grateful for God’s leading as we leaned on Him in order to create a program that not only honors our calling as we serve Him through our communication roles, but also encompasses our enduring theme: Purpose. Passion. Partnership.”

Maran also shared insights on how communicators can balance the technical side of communication with the spiritual side, such as truth, mission, and character. 

“We have a wonderful message for the world, centered on Christ and our distinctive, biblically-based Adventist beliefs. Marrying strong communication strategy and implementation with our faith and mission means that we should be able to unmistakably deliver that message,” she said. “The balance lies in not forgetting the mission and message while using the appropriate technology to deliver that message in an attractive manner.”

Cynthia Mendoza is a former journalist and freelance writer in Southern California. She holds a Bachelor of Arts degree in Liberal Arts with an emphasis in writing and communication from La Sierra University.

Best Student Print Design: “Highway 66” — Robert Tan, La Sierra University

Best Student Design Campaign: “APIC Brand Campaign 2024–2025” — Kevin Gabriel, Walla Walla University

Best Student Website Design: “Portfolio Website” — Olivia Genobaga, La Sierra University

Best Student Interactive Design: “Modern Makers Mart (App)” — Robert Tan, La Sierra University

Best Student Journalistic Photography: “Erton Köhler, GC President, gifts Ted N. C. Wilson, former GC President, a Bible” — Nathaniel Reid, Andrews University

Best Student Fine Art Photography: “Object of Desire” — Katherine McConnell, Southern Adventist University

Best Student Newspaper: The Chronicle — Emma Mowat and Emmanuel Olivier-Jacques, with writer Teresa Bruce, Burman University

Best Student News Writing: “Bracelet Ban, Sabbath Rules, and a Crop Top Stop: Where Is Oakwood’s New President Leading the Campus” — Andrew Francis, Andrews University

Best Student Long-Form Feature Writing: “Faith-7” — Sarah-Marie Scale, Arthur Voaden Secondary School

Best Student Short-Form Feature Writing: “Extra to My Ordinary” — Mikey Ayala, Andrews University

Best Student Audio Podcast: “Reel Talk” — Claudius Emilaire, Andrew Francis, Lia Glass, Melissa Moore, and Ysa Dennis, Andrews University

Best Student Web Video: “Seventy-Five Cents” — Pax Fordham, Hannah Browning, McKenna Cameron, Lexus Ward, and Jordan Braithwaite, Oakwood University

Best Student Short Feature Video: “InsiderNews – Alumni Weekend 2025 with Nate Taylor” —Stebenson Pierre, Nylah DeMar-Jones, Gabriella Belcher, Tianna Liburd, Daniel Johnson, Kevin Velasquez, Kyle Petit, and Joshua Simpson, Oakwood University

Best Professional Design Campaign: “Dakota Adventist Academy Today: A Comprehensive Picture” — Jodi Dossenko, Vernon Herholdt, and Lynnette Struntz, Dakota Conference

Best Professional Interactive Design: “Peninsula Library Friends Foundation Website & Logo Design” — Terrill Thomas

Best Professional Print Design: “Expedition Bible Guides” — Kyle Warren, Kenneth Mayr, and Anya Kinsley, Voice of Prophecy

Best AI-Generated Religious Illustration: “Christ’s Wisdom Ways of Reaching Others” — Rebecca Carpenter, Carolina Conference

Best Professional Journalistic Photography: “50501 Protests – Nashville, TN” — Xander Ordinola, Kentucky-Tennessee Conference

Best Professional Fine Art Photography: “Throwback into the 70s” — Cole Mattox, Pax Fordham, and Jaiyden Elliott

Best Professional Audio Podcast: “Ministry Insights from SermonView: Imposter Syndrome” — Larry Witzel, Khari Dixon, and Gregory Boney, SermonView

Best Professional Video Podcast: “Ministry Insights from SermonView: Multi-touch Marketing for Evangelism” — Larry Witzel, Khari Dixon, and Gregory Boney, SermonView

Best Professional Short Feature Video: “Officers Combined Report” — Michelle Noland, Southern California Conference

Best Professional Web Video: “OU Alumni Weekend Promo Video” — Jonathan Johnson, Richard Hodnett, and Dwyane Cheddar, Oakwood University

Best Long-Form Feature Writing: “The Weight We Bear: A Journey Through Grief and Faith” — Christina Norris (writer) and Irisene Douce (editor), Southern Union Conference

Best Short-Form Feature Writing: “Peer Pressure and FOMO” — Laura Machado, LCPC, Potomac Conference

Best News Writing: “Gunman Targets Feather River Adventist School, Wounds Two Students” —Natalie Bruzon, Spectrum Magazine

Reger Smith Cutting Edge Award: “Officers Combined Report” — Southern California Conference

Award of Excellence: “The Weight We Bear: A Journey Through Grief and Faith” — Christina Norris and Irisene Douce

Student of the Year: Sweetheart Salevao, La Sierra University

Young Professional of the Year: Heber Sorto, Texas Conference

Lifetime Achievement Award: Ray Tetz, Pacific Union Conference