Editor's note: As WND reported, Greg Laurie lost his son Christopher in a traffic accident Thursday. Heartfelt condolences from the WorldNetDaily staff go out to Greg and his family. This column was written earlier this week, before Thursday's tragedy.

This column is one in a series of WND tributes this week to Rush Limbaugh by our columnists in commemoration of the 20th anniversary of his national radio program Aug. 1.

As a pastor for over 35 years, I'd like to put forth the proposition that Rush Limbaugh is one of the most effective preachers in America – if not the world – today.

"Hold on!" you might protest. "I don't even know if Limbaugh attends church, much less is a preacher!"

I understand that completely. Rush, of course, is not a preacher in the classic sense, in that he does not open up the Bible and tell people that Jesus Christ is the answer. But he is a master communicator, who exercises unprecedented influence on a massive audience and has one the greatest "bully pulpits" in history, the EIB Network, heard on over 600 radio stations and addressing a daily audience of 14 million.

Rush has the fervor and passion that, frankly, a lot of actual preachers could use a whole lot more of. In a day when other networks are laying off employees and cutting back in their news divisions, Rush Limbaugh continues to grow more powerful and influential … and many of his critics can't seem to understand why.

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This is evidenced by the plethora of "me too" pundits who try to replicate what Rush does so naturally, and yet fail so miserably. So why is Rush flourishing when so many others are floundering? Why is Rush Limbaugh such an effective communicator? Although Rush is as conservative as they come, you can't really attribute his phenomenal success merely to his strong right-of-center point of view. Others on radio hold very similar views, but can't garner a fraction of his audience.

His skills transcend his worldview, whether you agree with him or not. So, what are those skills?

No. 1: Rush Limbaugh has passion.

One of the best definitions I have ever heard of good preaching is "knowledge on fire." And that principle applies to communication in general. There are some who seem to be full of fire, but have little or no knowledge of what they are even saying. They resort to cliché sound bites and mindless venting. Others have a great storehouse of knowledge, but are difficult to listen to because they're just plain boring. Rush manages to communicate his message with a fiery passion that resonates powerfully with his listeners. You can hear it in his voice and in his choice of words. And you are never bored.

He keeps listeners engaged for three hours every day.

That is no small feat.

I heard him say recently that what he looked for in a guest host above all was passion. Rush has that in abundance.

No. 2: Rush makes the complex understandable.

Rush is very adept at taking complex ideas and breaking them down where the average person can process and understand them. It's not that he "dumbs it down," but rather that he explains things in a way that his listeners can process more easily.

One problem with some preachers and other communicators is they often speak over people's heads. I greatly admired William F. Buckley and his writings, but for me personally, I had difficulty understanding exactly what he was saying at times. I would get a little lost in the maze of his beautiful words and phrases.

I have heard it said that the job of the preacher is put the cookies on the lower shelf so the kids can get to them. Rush does that well.

No. 3: Rush is funny.

Even if you don't always agree with his positions, you have to admit Rush is funny. His parodies set to song and his wry observations bring a smile to your face. Limbaugh knows humor is a powerful tool to disarm the listener. He can make people laugh just by the way he clears his throat.

Limbaugh is often accused of being arrogant for saying that he "has talent on loan from God," as if that is a prideful thing to say. Fact of the matter is, he is exactly right. We all have talent on loan from God, and it's a good thing to remember it.

No. 4: Rush holds to his beliefs, whether they are popular or not.

It's a temptation for communicators to change with the times, and sometimes with the whims of a fickle or divided audience. People have so many outlets from which to get their information, ranging from news sites, blogs, video on demand, podcasts as well as traditional outlets like TV and radio.

Yet Limbaugh's audience continues to grow, because people know that he will speak his mind, no matter what. Limbaugh is the first person I heard use the phrase "style over substance" – the idea being that people will often be caught up in the emotion of a topic, or not clearly think through what they really believe.

We have plenty of empty suit politicians (and even some preachers, I dare say) that excel at style over substance. They eat up an hour of our time and leave us with little to nothing to think about. Rush does his homework, and though he makes what he does look effortless, you know there is a "method to his madness." He's simply a professional who (as he often says, "With half my brain tied behind my back") makes what he does look easy. But as anyone who has ever hosted a three-hour radio program knows, it is very difficult.

Ronald Reagan was criticized and even dismissed by some as an imbecile during the final days of his presidency. Now, with the passing of time, even Reagan's critics have to acknowledge that he helped to bring about an end to the Cold War and the dissolution of the Soviet Union.

The world is a better place because of it.

Rush admires President Reagan, and follows a similar track. This belief and passion he has will continue to serve him well, for you need to know what you believe, and live accordingly.

Yes, without a doubt, Rush Limbaugh is one of the best preachers – or, to be more accurate – most effective communicators in America today. You may agree or disagree with his positions, but you have to acknowledge, this guy knows how to get his message out, loud and clear. We who occupy pulpits or speak on radio have a lot we can learn from him.

If Rush can have such passion about his political and social message, how much more should we as preachers, who bear an eternal message of salvation, demonstrate a similar level of passion and enthusiasm?

Does Rush attend church on Sunday? I really don't know. But let me say this …

He is always welcome in ours!