In my tenure as communications director for a large church, I enjoyed the opportunity to serve as media spokesperson—although I admit that when I was in the midst of a crisis, the word enjoy rarely came to mind. In one especially tense situation, the senior pastor attempted to lighten the mood by saying, “Looks like you’ll earn a master’s degree in media relations!”
Looking back at all that came my way in that role, an honorary doctorate seems more appropriate.
Yet while I'm still waiting on that degree, my experience interacting with local, national, and international media outlets did teach me plenty I can share with other leaders who find themselves in similar situations. To avoid over-simplifying the complex realities of publicly representing a church or organization in the media, I offer five starting points to catalyze deeper thinking.
1. Be smart.
Public speaking skills and media relations skills are not the same thing. Watch the White House spokesperson for a while and this point will become clear. The person who represents the President rarely speaks eloquently or with polish, but he or she sure can think fast. If the ability to understand the question, weigh it against your organization’s mission/values/priorities, recall contextual and relevant facts, develop an articulate response, and then deliver it with authenticity and integrity seems more than you care to tackle, appoint someone else to media duty. A simple truth to seriously consider: what works in the pulpit might not work in the paper. Or on the air. So take a pass, and let someone enjoy the chance to earn a master’s degree.
2. Always prepare.
Request the topics a reporter wants to address prior to setting a time to talk. Media outlets rarely, if ever, provide questions in advance, so don’t bother to ask. But preparation still must take place. Gather, in writing, relevant facts on the topic. Make sure they’re solid facts—a reporter will check. Even better, find a story to share. Write the key messages you hope to deliver in clear, one-sentence format. Craft a few “spontaneous” remarks, too. In one 52-week stretch, our church appeared in 26 print stories—and I prepared before every interview. A reporter calls and catches you at your desk? No problem, if you have a quick fact sheet by your phone or accessible in some other fashion.
3. Take the bullet.
Accept all criticism and blame, or do battle if it’s unfair or inaccurate. For legitimate problems, describe how the organization (or you) plans to work toward a solution. But never cast blame on someone else in your organization. Ever. Consider how fast trust disappears when a person or group watches their spokesperson or leader publicly abandon the “we’re a team” philosophy—the same rhetoric that he or she so passionately shares internally to motivate everyone to give their best. Just as a coach who blames players loses their allegiance, a pastor who sidesteps responsibility and offers someone else as the sacrificial lamb will soon feel quite lonely. Solid leaders care for their people; they don’t use them as excuses or heat shields. What about situations that involve moral failures or illegal acts? Better question: Why are you talking about these topics to the media? Sometimes maintaining the moral high ground requires just two words: “No comment.” While the media loathes this response, it stunts a story’s life.
4. Acknowledge others.
Stubbornly deflect attempts to lay credit at your feet by sharing the names of others who deserve it. You will gain relational equity by recognizing other people, and this will set a positive perception for your leadership. Most people truly enjoy it when their name and efforts receive public mention. Likewise, most folks feel sick to their stomach when the interviewee gloats about how well he and/or his leadership team performed or prepared. If calling out a single person will demotivate those not specifically mentioned, recognize the entire team’s efforts, and credit them with success. The media likes to specify individuals but never wants to list several names—the two exceptions are a picture with caption and when a reporter needs filler to hit a word count.
5. When "someday" arrives …
Most people don’t need to think about how to work with the media—until the day they do. Decide now who will own the responsibility, and make sure that person deliberates over the starting points described above.
David Staal, senior editor of Building Church Leaders and a mentor to a third grader, serves as the president of Kids Hope USA, a national non-profit organization that partners local churches with elementary schools to provide mentors for at-risk students. He also chairs the advisory board for a nearby college, teaches marketing at another university, and served ten years in leadership for a local church following a corporate career. David is the author of Lessons Kids Need to Learn (Zondervan, 2012), Words Kids Need to Hear (Zondervan, 2008), and Show Up (2016 release). He lives in Grand Haven, Michigan, with his wife, Becky. His son Scott and daughter Erin attend Valparaiso University.