Mastering Media Management During Church Crises

Navigating media interactions during a church crisis is not just about damage control—it's about effectively communicating under pressure while upholding the integrity of your church. When something bad happens at your church, you can’t be silent.

As a police officer, I was often in meetings involving crises and the media was asking for more information. I always said, “You need to feed the beast.” Meaning, give the press some information so that you can control the narrative. If you don’t feed the beast, you’ll leave it to others to set the narrative.

Imagine one of your church leaders molested a child at the church. You did the right thing and called the police and you did an internal investigation to find out why this happened, how it can be prevented, and if there are more victims. When the press comes, and they will, if you don’t speak they will play endless loops of people thrashing Christians.

Designating a Media Spokesperson

The Role of a Public Information Officer (PIO)

In the realm of crisis management, appointing a Public Information Officer (PIO) is crucial. This individual acts as the sole voice of the organization, ensuring consistent and accurate dissemination of information to the public. The PIO should be well-prepared with an understanding of both the church’s stance and the intricacies of dealing with journalists. Their preparation involves:

• Regular training on media handling and the specific challenges associated with crisis scenarios.

• Staying informed about the church's activities, potential vulnerabilities, and the legal landscape.

• Crafting messages that reflect the church's values while addressing the specifics of the crisis.

The PIO should not be the Pastor just because he’s the Pastor. It should be a person within the church that can speak well, is articulate, has knowledge of the church, and can answer tough questions quickly on the fly. It could even be a church congregant that has been a PIO in the past.

Qualifications and Responsibilities

A competent PIO ideally has a background in communications or public relations, paired with a deep understanding of the church’s ethos. Key responsibilities include:

• Developing press releases and briefing the media.

• Monitoring media coverage and swiftly countering misinformation.

• Preparing church leadership for interviews, ensuring they convey compassion and confidence without compromising legal positions.

Again, this doesn’t have to be a church employee. This can be a congregant with a strong background in these skills that is willing to help.

Understanding Media Dynamics

The Media’s Motivations

Journalists operate under the pressure of tight deadlines and the imperative to deliver engaging stories to the public, which can sometimes result in sensationalized reporting. This tendency is exacerbated when churches provide vague or non-committal responses to inquiries. It is crucial for churches to recognize that using the phrase "no comment" in such situations can be interpreted as evasive or indicative of guilt, casting the church in a negative light. Instead, churches should aim to provide clear, albeit partial, updates that are rooted in fact. This approach not only avoids the pitfalls of appearing secretive but also sets the groundwork for a narrative that is both more controlled and viewed more positively by the public.

I remember seeing a Chief of Police in San Francisco address the press in a press conference. The topic was a use of force by a police officer that was wrong and excessive. The Chief said that it wasn’t justified, they were doing an investigation and then listed what they were doing to fix the problem. He did a great job addressing the issue and there was no push back from the press.

Had this same chief said, “No comment,” then special interest groups would have driven the narrative and it would have hurt the reputation of that agency.

Building Relationships with Journalists

Establishing a rapport with local media representatives can be advantageous, especially before a crisis hits. Regular interactions, such as church visits and interviews under non-crisis conditions, help build mutual respect and understanding. This proactive relationship makes constructive coverage more likely when a crisis does occur.

I watched a PIO class at an academy I was teaching at. They brought in a news reporter from the local TV station to talk about what they expected and how they reported. It was an interesting conversation. I learned a lot from that interaction.

Phases of Crisis Communication

Immediate Response

In the initial phase of crisis communication, it's crucial for organizations to acknowledge the event promptly and commit to transparency. This stage is pivotal in shaping public perception and includes several key strategies. First, organizations should steer clear of saying "no comment," as it can imply evasion or withholding information. Instead, they should plan for scheduled updates, demonstrating proactivity and openness. It is also important to clearly specify what is currently known about the situation and outline the steps being taken to investigate further. Finally, setting a specific time and format for the next update, whether through a press conference or a press release, helps manage expectations and maintains a structured flow of information. This approach not only fosters trust but also ensures that the narrative remains clear and controlled.

Ongoing Updates

As a crisis continues to evolve, it's essential for organizations to keep the public informed through regular updates. Each update plays a critical role in managing the narrative and should be crafted with care. Firstly, it is important to summarize the details that were previously known and confirmed, ensuring continuity and clarity in the ongoing story. Secondly, any new information should be shared, particularly the actions the church is actively taking in response to the situation. This demonstrates responsiveness and responsibility.

Lastly, the tone of these communications is crucial; maintaining an open and concerned demeanor throughout helps to preserve the church's credibility and the trust of the public. By adhering to these guidelines, the church can ensure that its messages not only convey the necessary information but also reinforce its commitment to transparency and ethical conduct.

Long-term Strategy

After the initial turmoil of a crisis has subsided, it's imperative for organizations, such as churches, to implement a long-term communication strategy. This strategy should focus on several key components to ensure both recovery and future prevention. Firstly, a thorough analysis of the incident's causes and repercussions should be conducted. This analysis will not only pinpoint what went wrong but also help in understanding the impact of the crisis on both the organization and its community.

Furthermore, the strategy should outline specific steps the church is taking to prevent similar incidents in the future. This could involve revising current policies, introducing new safety measures, or enhancing oversight and training for staff and volunteers. Demonstrating a proactive approach in addressing the root causes of the crisis is crucial in restoring faith and trust within the community.

Lastly, a significant component of the strategy should focus on educational outreach. This involves creating programs or resources aimed at helping the community and congregation understand the crisis and the measures taken to address it. Such initiatives are vital for healing and can also empower community members by involving them in preventive strategies. Overall, this comprehensive approach not only aids in recovery but also fortifies the organization against future challenges.

Drafting Effective Press Releases

Creating an effective press release is a crucial component of communication strategy, particularly in how a church handles crisis situations. To ensure the press release is impactful and clear, several key elements must be incorporated.

First, it is essential to clearly outline the facts of the incident. This includes a concise description of what occurred, the parties involved, the specific time and location of the event, and the actions the church is taking in response. Providing these details upfront helps ensure that the narrative is controlled and factual.

Second, the language used in the press release should be accessible. It is important to avoid legal jargon or overly technical terms that could alienate or confuse the general public. The goal is to communicate clearly and directly with all members of the community, regardless of their familiarity with the specific terms or concepts.

Finally, including quotes from the Public Information Officer (PIO) or church leadership can greatly enhance the release. These quotes should convey empathy for any victims or affected parties and a strong commitment to transparency and handling the situation responsibly. Such quotes humanize the response and reinforce the church's dedication to open communication and ethical practices.

Overall, a well-drafted press release serves not only to inform but also to reassure the public and demonstrate the church’s proactive approach to crisis management.

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Example of a Press Release

To give you an idea of a press release on a critical event at your church, I’ve written one for you below to give you a guide:

FOR IMMEDIATE RELEASE

April 23, 2024

Youth Pastor Arrested on Charges of Sexual Misconduct

Boise, ID — It has come to our attention that one of our youth pastors at Our Savior’s Church was arrested on April 23, 2024 due to allegations of sexual misconduct involving a juvenile. We are deeply troubled by these serious allegations and are taking immediate steps to address this situation.

Upon learning of the arrest, Our Savior’s Church has suspended the accused from all church duties pending the outcome of the investigation. We are cooperating fully with law enforcement authorities as they conduct their investigation into these charges.

Details of the Incident
The incident reportedly involved a member of our youth group and is alleged to have occurred on April 1st to April 5th at Our Savior’s Church. These allegations were brought to our attention on April 20th, and we acted immediately to address the situation by calling Boise PD, assisting in the investigation and helping the victim through counseling and support.

Our Commitment to Safety and Transparency
Our Savior’s Church is committed to maintaining a safe environment for all our members, especially our youth. We are profoundly saddened by these events and are taking them with the utmost seriousness. We have reached out to the families involved to offer our support during this challenging time.

We have also initiated an internal review of our policies and procedures to ensure they are enforced and align with best practices for safeguarding our congregation. This includes but is not limited to conducting thorough background checks and ongoing training for all staff and volunteers.

A Word from Our Leadership
"We are heartbroken by these allegations and our thoughts are first and foremost with the victim and their family," said John Smith, the Senior Pastor of Our Savior’s Church. "We pray for all those impacted by this situation and ask for the community’s prayers as well. We promise to maintain transparency with our congregation and the public as we navigate this distressing time."

Further Information
We understand the community's concern and need for information. We will provide updates as more information becomes available and is appropriate for public release. Meanwhile, we ask the media and the public to respect the privacy of all individuals involved as we continue to seek clarity in this matter.

For Media Inquiries:
Keith Graves
PIO
208.555.5555
Keith@OurSaviorChurch.com

Our Savior’s Church is dedicated to assisting the authorities and community in any way we can as this situation unfolds. We remain steadfast in our commitment to the truth and integrity, ensuring that our actions reflect our values.

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Compassion, Caution, and Control

Effective media management in church crises revolves around a balance of compassion, caution, and control. By preparing a designated spokesperson, understanding the media landscape, and communicating proactively, churches can navigate crises with dignity and integrity. This not only helps manage the current crisis but also bolsters the church's reputation, encouraging a resilient and supportive community.

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