News Releases

By John Cole

3. News Releases

Local press and local radio have a reputation for always ‘getting it wrong’. Leaders of most community organisations share this prejudice, not just the churches!

But the accusation is unfair - for local media in their turn can justifiably complain that they are far more likely to make mistakes when no one from these organisations can be bothered to brief them in the first place.

If churches want better media coverage - having accepted that they will not just be left alone! - they must take the initiative and not just wait until they are asked to confirm or deny hearsay or rumours.

A church which takes trouble over its media relations will find that it pays off in the long run, as it earns the respect and understanding of people in the locality who would otherwise know nothing of what the church is doing or why.

It is not too far-fetched to suggest that every local church should have its own ‘press officer’. Anything less will ensure that the image of the ‘fortified camp’ goes unchallenged and gradually becomes a reality.

The job of the press officer is to know what is going on in the life of the local church and its individual members, and to present it to the media in a way which:

a) helps the church in its work. and
b) enables the media to see its potential as ‘news’.

The usual method - helped considerably by personal contact with journalists if this can be built up over a period - is by writing ‘news releases’.

A news release is a statement of information for journalists, highlighting in its very first paragraph what it is about it that might potentially be newsworthy.

The information will almost always be a ‘story’, an account of something which has happened or is expected to happen very soon.

Unlike most other stories, however, a news story has its punch line at the beginning and not at the end. This is essential, partly because this is how we habitually read our newspapers - rarely reading right through to the end of an item - but also because the news editor, confronted by a huge pile of possible news items in the morning’s post, has to have his attention grabbed in the first five lines before his arm moves in a reflex action in the direction of the waste paper bin, taking your precious news release with it!

Key factors in the production of news releases:

	Identify what part of your story or message will most intrigue non-churchgoers. Put that first.
	If nothing intrigues, decide whether, if you were not you, you would bother to read the story at all. If not, don’t send it!
	State the facts of the story objectively, dispassionately and concisely in the third person. i.e. Not ‘’We at St Blogg’s are planning ...’’ but ‘’Church leaders at St Blogg’s are planning.."
	Be specific about everything including what you may think is common knowledge. Name names. Answer key questions: What sort of church is St Blogg’s? Where is it? Is what its leaders are planning new? When will it happen? Why? How much will it cost?
	Tell the media at the earliest possible moment. Don’t wait until rumours are circulating.
	Supply a contact name, address and telephone number.
	Type the release accurately using double-spacing and wide margins. Make it look business-like without being flashy.
	Don’t preach or express opinions even about the value of what the news release is describing. The facts must speak for themselves.
	Opinions or value judgements can be expressed by using short key quotations from people directly involved in the action. These do much to bring a story to life.
	Make sure non-churchgoers gain a clear picture of how your news might affect them in a significant way.
	If you have a delicate matter on which you feel you need to ‘go public’ rather than risk adverse publicity at a time not of your own choosing, most denominations have professional media relations departments who will be happy to advise you or even handle the problem for you.

Dealing creatively with the media is not easy and there will be many disappointments. But the alternative to working with the media is running the risk that they will work against you, reflecting all the suspicions and ignorance of a society which knows less and less about the real meaning of the Christian Gospel and the aspirations of Christ’s disciples in the local church.

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