Working with media

People naturally crave good news. Often these can be small snippets of news but they stick in our minds because they sum up our experiences or appeal to our tastes. Storytelling is not an art form, everyone tells stories - they can surround us, and they help us connect with others. However, we don’t always see that we do it – often it comes to us unconsciously and as a result, we forget to share these experiences proactively. 

• Something new - how important the ‘new’ is, will depend on your standpoint

• Something different or out of the ordinary 

• Something local 

• Something personal or about a person 

• Something visual

• A milestone - 1st, largest, oldest, youngest

• Something that fits into a current issue

When you have an important news story a press release can be the best way to share it widely with local media. Local media can help you reach people who would otherwise never interact with your church. Being in the news (on your terms) helps to raise your profile and set the tone for your role in the community. You can find some tips and tricks to write an effective press release below:

• Write a good headline - This might be the only thing that entices a journalist to read what you have written.

• Write down the facts - The details of what you know - the first draft is never the last but this helps you gather your thoughts. Who is involved? What is happening? Where is it happening? Why is it happening? How do people feel about this? How has it impacted people? What do you want your reader to know, feel or do?

• The first paragraph - Is essential. It should be a summary of the story and should answer some of the important ‘who’, ‘what’, ‘where’, ‘why’ and ‘when’ questions.

• Length - A news release should be less than a side of A4 long (400 words). Three or four short paragraphs and a quote are ideal.

• Quotes - They should provide a personal view and take on the story – not information about the church.

• Notes for Editors - Useful to include information at the end that helps provide context but is not part of the story.

• Images - A picture tells a thousand words - provide good resolution with a note that higher resolution is available.&

• Remove jargon

• Provide clear contact details - Ensure you are available for interviews and follow-up enquiries.

•Read the News section to see examples of press releases.

Dealing with the media comes with playing a key role in our local community. It can be overwhelming but the important thing is to keep it simple, stick to what you know and the role you have in the community. Below are some key questions to consider before deciding to do the interview. 

What does the journalist want to know - enquiries will range from providing a comment on a community issue such as warm hubs to providing an Easter service or prayer to more controversial issues local or national. 

How do they want to know - are they looking for an immediate statement, an interview or something recorded for tv or radio?

When do they need the information - is it right away or is there a bit of time to prepare and how does this fit with what you are doing?

If the call is unexpected, you do not need to respond to their questions straight away, simply ask for their contact details, what they are looking for, the deadline and explain that you or someone else will respond as soon as possible. This gives you time to think and prepare a response. If in doubt, ring the Communications Team and we can take you through the process step by step.

Always be polite, courteous and empathic,  stick to the facts and avoid any speculation or guesswork. If you don’t know the answer, say so.

Never go off the record. There is no such thing.

If you say it, they can use it.

Welcome them in, and find out what they are interested in and why. Help them settle somewhere while you either go and find out the answers; take a moment to prepare or find someone who can help.

You never need to answer something on the spot but you do need to demonstrate your Christian values.

Often writing a press release, sharing your latest blog, sharing an image with a caption or using your social media channels is often the simplest and most effective way to share a story with journalists. An interview provides an opportunity to go more in-depth on a subject or to give an alternative point of view on a wider topic.  It allows the journalist to dig into the details and find an angle on the story that is new or tailored to their audience.

Preparation is everything

• Ask Questions - How long will you have? Will there be others interviewed at the same time, can they interact with you? Will it be live or pre-recorded? Will it be part of a wider feature or daily story?

• Do Research - Who will listen to, watch or read this? What will the journalist be interested in? What questions will they ask?

• Think Big - What are the difficult questions you might struggle to answer? How can you make yourself feel more confident? Who can support you with this?

• Practice – What are your three main points and what facts/figures and stories back them up?

What do you say?

1. What are the three points you would like to get across?

2. What in an ideal world would you like the headline to be for your story?

3. Do you need to simplify your language? Will someone outside the church understand it?

4. Give examples to support your three points – anecdotes, analogies, metaphors, imagery or symbols – embrace what Jesus did.

More details are found on page 6 of our Media Training Guide.