Working with the Press

The mainstream media does not have a reputation for support of the church or the cause of Christ. Nevertheless there are many Christians working in media, especially on the local level. Often the church and the media are in confrontation versus cooperation.

Take time to build lasting, meaningful relationships with the media through regular contact and dialog. It's worth the time and effort. When you are working with the press, also keep these simple guidelines in mind.

Appoint a spokesperson. Whether it's your senior pastor, administrator, communications eirector or other staff person, appoint an "official spokesperson" to speak for the church to members of the press. Do not allow lay leaders or non-designated staff persons to speak for your church. Establish a policy that points members of the press to a designated person to handle their inquiries.

Make statements. Don't think that you "owe the press" information. It's bad form to answer questions that invade people's privacy--and in some cases it is illegal. The press often searches for what is interesting, and usually is not looking for what is edifying to God. Remember that sometimes it is not in your best interest or in the church's best interest to even respond to a press inquiry. If you must give a response or answer to the press on a pertinent issue, put it in the form of a statement--written if possible so that there can be no miscommunication.

Never say anything you don't mean. Unless you expressly talk to the press "off the record," you must assume that anything you say can be used in the public media. Avoid offhand remarks. Think before you speak. Talk less and listen more. Only say things you know are absolutely true--avoid speculation. Never quote another person unless you actually heard what that person said, and are confident the quote will be positive and cannot be taken out of context. Far better to let someone else speak for themselves whenever possible.

Keep them informed. Establish regular contact with the press through phone calls and periodic press releases. If your budget allows, host a press event at your church. The best relationship with the media is just that--a relationship. You must spend time and energy to establish a dialog and maintain contact. When you really need press attention down the road, you'll be approaching friends for help, instead of total strangers.

Thank (and correct) them. When you receive positive press, take time to thank them for covering your ministry and getting the facts right. Also let the press know when their effort results in something positive. Because part of their mandate as the press is to be active in their own communities, local media often form loose associations with ministries and civic organizations. They'll want to know if they've made a positive impact. Conversely, when the press gets it wrong--a misquote or a misunderstanding--send in a written explanation and request a correction or retraction. Though you'll seldom see a result from this, always let members of the media know you are paying attention to their coverage and accuracy.