How can Christians use the media effectively to engage better with their communities?
Through one-to-one evangelism, door knocking and personal contacts we may come into contact with hundreds of people. But, when a single local news story may be seen by thousands and millions can read an article in a national newspaper, why not consider using the media?
At first, communicating through the media can appear to be daunting, but with a little effort even the most tentative amateur can make effective use of it. Whereas the national media can often be negative towards Christianity, regional and local press and media are more positive, and are more likely to report your story in a fair way, given that you present the facts to them clearly and precisely.
We live in an increasingly media-literate society. Everyday we are bombarded with a torrent of messages via television, radio, print and online media outlets. Ideas and opinions are formed by what we see and hear. To communicate effectively in the 21st century, churches and Christian organisations must acquire media skills and learn to present their messages more professionally.
The right approach
Public Relations is principally about creating and maintaining understanding through the effective communication of a message, it is therefore important for you, yourself, to know what your message. A church barbecue, the appointment of a new pastor, an evangelistic dinner or a fresh initiative for year-out students are all valid news items - but not necessarily for The Daily Mail. Local, regional and Christian media – television, radio and print – are always on the lookout for stories, but it is important to first decide which publication or programme is appropriate for your story before approaching them.
Even at a local level, it is often surprising how many people may read about your particular event through a small news item or article.
Suggestions for Effective Communication with the Media
- Compile a list of local media contacts including radio, television, newspapers and new media who you may reasonably expect to run stories you submit.
- Review local press for relevant articles to establish an understanding of the outlook and style.
- Decide what your main message is.
- Try to arrange a meeting with the editor of your local newspaper. A good relationship will help your press releases be viewed more favourably.
- Take a number of good photos that can accompany press releases.
- Contact local radio stations - BBC stations have regular religious programmes each Sunday and even independent stations are keen to hear good local news stories.
- Issue press releases regularly, perhaps one per six weeks / two months.
- Submit an article to the local press. Articles should to be around 500 words and be relevant to current events.
- Invite the local press to an appropriate event such as a community barbecue.
- Ensure consistency by electing a single spokesperson, only issuing material from a one source and making sure that all forms of communication (e.g. website) don’t contradict each other.
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