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Avoiding a Label in Media

By Thomas Harrison

"There are only two forces that can carry light to all the corners of the globe ... the sun in the heavens and the Associated Press down here." Mark Twain was almost right in his observations. As Christians, we proclaim the light of God's love to the entire world, and in the process we can use the media to help us promote that light.

The media is an unusual institution. We desire the publicity for our causes, but we hate the criticism and investigation for which the media may be known.

Let us consider the media as a partner in our efforts to publicize our ministry events and promote the work God to which God has called us. We can use the media to help us reach the audience we need with our message. A good relationship with the media can go a long way to sending a message of love to our communities, letting them know that they are loved by Christ and by His church. So, how do we achieve this and avoid getting labeled wrongly?

Understanding the Functions of Media

Like any business, the media (radio, television, newspapers, magazines, Web sites, etc.) exist to earn a profit for their shareholders. To that end, the media will use a variety of avenues to obtain the desired profit.

Historically, the functions of media are to inform, investigate, advocate, entertain, and advertise. Some would say the media also serves as a kind of social glue. This may be true regarding social networks such as Facebook, or in communities served by a limited number of media outlets.

Media outlets are often interested in partnering with organizations that promote the public good. They love the publicity they receive when they help collect coats for the needy during winter months or canned goods for a local homeless shelter. These types of events show the community the media cares about the community it serves.

Content is King

Media outlets crave content, thus the phrase "content is king." With 24-hour news services on television, radio, and the Internet, the media is on a constant search for content.

Supplying media outlets with content should be a communications goal of every Christian organization. Sadly, many overlook this area, or do not consider inviting the media (and its audience) to events. When we begin to see the media as an organism which must be fed, we realize the media can be our partner in promoting our ministry outreaches.

Build Relationships, Not Contact Lists

Often, I'm asked how I arranged a front-page story or television feature for a client's event or cause. Sometimes, it is as simple as sending an e-mail or making a telephone call to a reporter. Other times, it is the result of weeks of research, writing, and contacts.

Building relationships with reporters will not guarantee your organization will be featured in the media, but it will help the reporter. Most often, the relationship with the reporter is one way — we want to be friends only for the favors the reporter can perform for us.

Become a Source and Resource

Reporters are masters at networking, always looking for sources they can call when they have questions about a story they are writing. Their careers are often based on the quality (and quantity) of sources they can use to craft a story.

Contact reporters and offer to be a resource for them. Give them your work and cell phone numbers, and e-mail address. Let them know you will be available to answer questions about your church, denomination, Christianity, spirituality, or whatever area your expertise may be. Follow that telephone call with a handwritten note and enclose a business card with all your contact information.

The Pitch

It is permissible to contact a reporter and ask if you can "pitch" an idea for a story or feature. Reporters are constantly under deadlines and often struggle with ideas for articles when the proverbial slow news day comes.

News outlets will always be looking for human interest stories (rags to riches, overcoming obstacles, etc.) as well as the usual seasonal stories. Other times during the year, reporters follow an editorial calendar. These editorial calendars are often found on the company's Web site. (For unusual events, some media outlets use Chase Calendar of Events.) Timing your story idea with the editorial calendar or the Chase calendar will help the reporter meet his editorial requirements and improves the odds of your idea becoming featured in the media.

When pitching an idea to a reporter, be careful to think through your pitch. Pitching the same idea to all the reporters on your list can be tragic. (That's the purpose of a news release — to share the same information with all the media.)

Write

Write. Write. Write. Write content, write news releases, and keep writing. Submit letters to the editor; write opinion items for the editorial page. These are opportunities for citizen-journalists to express their opinions and their faith.

When writing for these features, be sure to use proper grammar and carefully articulate your position. Write in the language of journalists — by using the Associated Press Style Guide. The more work you do for the reporter, the more you increase your chances for your item to be used.

The Courtesy of a Thank You

When any media outlet has written an article about your ministry or church, conducted an interview with you, or mentioned something favorable regarding your organization, it is common courtesy to write a thank you note or letter. Thank the reporter (and his or her editor) for their time and interest in promoting your event or ministry.

But don't limit your thanks to only a note or letter. Consider these creative ways to show your appreciation:

• Church bulletin announcements. Include words of thank you (and mail the bulletin to the reporter).
• Church signs. If you have a marquee, thank the media with your marquee and be sure to take a photograph of the message and send to the media outlet.
• Church Web Site. Mention the media outlet on your Web site.
• Printed programs or newsletters. Make space for an expression of gratitude in programs or newsletters for your events. Use the media logo in the listing of sponsors.
• Thank you from the congregation. Encourage your congregation members, staff, and volunteers to write letters or send e-mails of thanks to the reporters and editors.
• Sermons and pulpit announcements. Mention the media and thank them from the pulpit, and send the reporter a CD or DVD of the service.
• Take a reporter to lunch. Use this opportunity to build (or repair) bridges to the media. Let the reporter know what your organization/ministry does, its services and activities. (Before you offer to buy lunch for the reporter, ask if it permissible. Some media have strict policies and forbid their reporters from accepting gifts of any value — even a cup of coffee.)

Time spent understanding and developing relationships with reporters can yield great dividends. Friendship with reporters does not give you additional coverage, nor does it insulate you when the news is less than positive. But nurturing good relationships with reporters and media outlets may help your ministry avoid being mislabeled or misunderstood in your community.

Instead of complaining about the media — pray for them and help them see the light.

"Publish his glorious deeds among the nations. Tell everyone about the amazing things He does" (Psalm 96:3, NLT).

Media Embassy will send a FREE bookmark/telephone reference card with helpful tips to work with the media. Send an e-mail with your name and address to Thomas@mediaembassy.com and Thomas will send this bookmark to help continue your relationship with the media.

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