Winning media coverage – a guide
Winning media coverage could raise the profile of your church in your local community - and communicate the good news about what you are doing.
Here is a brief guide to help you make an impact.
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Delegates at a recent communications workshop |
What is news?
Most churches are involved in activities and events that will interest the local newspapers and radio. This is particularly true when the events involve the wider community.
But remember that it is the unusual
or special that makes news. ‘Church holds service’ is not news. Nor
is ‘Vicar preaches sermon.’ But ‘Church holds service in supermarket
(or a
special service, as in the example below), or ‘Vicar speaks out against/for
[something!]’ are news items more likely to win coverage.
So what is the best way to secure the airtime or column inches?
‘Put it in writing’ is often the best way of ensuring your ‘news story’ has
a good chance of publication or broadcast. News items are often submitted as ‘press
releases’ – a piece of paper or e-mail message with all the basic information
presented in a logical sequence.
They are like ‘frozen food ready for the microwave’ – easy
to use for
publication or broadcast!
Do confirm the information in writing, as your item is more likely to be reported accurately than if you try and communicate all the details over the phone. It is also easier for the hard-pressed journalist quickly to scan a piece of paper rather than spend ten minutes on the phone gathering the details.
Sounds easy? But there is a catch. Every newspaper, radio and TV newsroom
receives a pile of news releases each day. The challenge is to make yours stand
out and
catch the news editor’s eye.
Tips on producing a news release
Take a look at the following press release and then study the key points that
follow:
News from Blanktown Church,South Street, Midshire NEWS RELEASESPECIAL SERVICE TO REMEMBER CHILDRENA special service for people who have suffered the death of a child at any age will be held at Blanktown Church, South Street, Midshire, on Sunday afternoon (April 18) at 3.15 p.m. The one-hour service is for anyone who has suffered the loss of a child at any stage of life, from conception, through pregnancy, during childhood or in later life. Revd Doreen Spinto, Minister of Blanktown Church, said: “The service is for all those affected by a child’s death either recently or many years ago. “We have designed the service as an opportunity to reflect, remember or mourn. Each child will be remembered as an individual of unique value.” During and after the service, prayer will be available on request for those attending. Children are welcome, and childcare will be provided. More information from Revd. Doreen Spinto on 01727 12234. Ends More information: |
- Think of a title that tells the story and put it at the top of your release. It will help to summarise it for the newsdesk. Do not be disappointed if your title does not appear in print, nor if your release is reworded before publication or broadcast. Media outlets normally like to produce material in their own style.
- Include all the basic facts in your first paragraphs. Answer When? Who? Where? Why? How? early in the release. Write in short sentences and keep paragraphs no longer than a few lines. It should be possible to cut every press release paragraph by paragraph, working back from the end, and for it still to make sense!
- Decide what is the most important or interesting feature of your news item. Include this in the first paragraph. In the example, the key points are the details of the service itself.
- Use direct quotes. A relevant comment from a person directly involved in an event adds interest and helps the flow of the news item. If you want to express an opinion, do it in a quote. In the example, it is the minister who sets the scene for the service. Also, direct quotes are unlikely to be edited before publication.
- Steer clear of religious and church jargon. The minister could have said: “We praise God for his concern for all his children and for the promise of eternal salvation to all who truly believe.” But this statement would meant nothing to many people and is unlikely to have found its way into print. If you cannot find a way of translating a religious phrase into everyday English, leave it out. Do not assume that reporters will know the meaning of church terms like ‘baptistry’, ‘diaconate’, ‘synod’ or ‘curate’. If you need to use these words, explain them.
- Use a format with ‘news
release’ and your church’s name displayed prominently. So
the newsdesk can see easily the source of the information.
- Make sure you are available to answer follow-up questions from the media during the day. Local radio may also want to interview you ‘on air’ and ask you to go through the key points. Put both your home and work telephone numbers on the release. Note that in the example the word ‘Ends’ marks off the details for publication from those added for the newsdesk only. This should avoid your telephone number inadvertently appearing in print or being broadcast.
- Only include telephone numbers on the release of people who know about the subject. So avoid using stationery listing all the church officers. Don't waste journalists' time by giving them numbers of people who cannot help. (You also risk annoying the other church officers!)
- Keep the release to the equivalent of one sheet of A4 paper, if possible. Two at the very most. If journalists need more information, they will contact you.
- Date
the release to show when it was issued.
- Check your information with the organisers of the event before sending out the release. In many churches, the vicar or minister will also wish to agree the wording. If not, let him or her have a copy as a courtesy. Journalists may contact them to ask about the event – even if their name is not on the release.
- E-mail, post, fax or hand-deliver the release in good time to all relevant media. If you e-mail, send your release as part of an e-mail message – do not send as an attachment.
- The date/time of when you issue the release will depend on the media concerned. You will need to give more notice, for example, to a monthly magazine, than a daily radio programme.
- Send information about an event in the future, rather than an event which has happened. Future events are more likely to win coverage – and you may get coverage after the event as well.
- Supply a photograph if you can. But you need to know the style of photograph the newspaper is likely to use. And don’t miss a deadline waiting for your prints to come! Increasingly, newspapers like good quality digital photographs, sent in JPEG format.
- Invite the media
to attend your event or activity, and look after them if they arrive!
(In the example in the news release, it was not appropriate to invite a photographer
to attend). But remember that most newsdesks are short-staffed and are unlikely
to be able to attend many events.
Further help
The ecumenical Beds & Herts Churches Media Trust runs regular courses to help local Churches and Christian organisations with their communications. For more information click here or e-mail the secretary or visit the trust's website.
Parishes in St Albans diocese can contact Diocesan Communications Officer Anna McCrum for advice via e-mail or by telephoning 01727 818143.
