You have many good things going on in your church that your community should know about. Getting the good news out will be easier and more successful if you learn to work effectively with the news media. This means looking at the activities of your church through the eyes of the news professionals and seeing what is newsworthy to their audiences.

What is newsworthy?

* Timeliness. News is news when it’s new. An event may have been a terrific story two days ago – today it’s history.

* Of consequence to the average person. A main criterion has to be: How many people want to know about this particular situation?

* From an important source. The higher the profile of the evangelist who is coming to hold a meeting in your church, the more likely it is that the media will be interested.

* Of human interest. Stories of unusual courage, great sacrifice, outstanding service, and tremendous emotion arouse the interest of the reader, listener, and viewer.

* Suspenseful. Stories about real people in dangerous or unpredictable situations draw interest.

* The unusual, the unique. The first time something happens, it’s news. After that, even done bigger or better, it will not receive that much attention.

* Conflict or controversy. Get two major forces diametrically opposed to each other in action, and you’ll have instant news.

* An explanation of progress. A developing story keeps everyone’s interest.

* Disaster or tragedy. Anything having an impact on the safety and lives of a number of people is news.

* Proximity to audience. The closer the action, the more people will be interested.

* Famous people. People are attracted to stories about the rich, the powerful, and the famous.

Develop an eye and ear for news. Look for a news angle in the activities, programs, and people associated with your church.

* An example: Many churches put on musical programs. What makes yours different? Perhaps the children used their creative ideas in designing and making their own costumes. You might include a picture of that cute little kid with the long, funny bunny ears and whiskers, standing in front of Noah’s ark, and point out the angles that would make it an interesting feature story. Or perhaps the musical will be a premiere performance, written by a member of your church, a well-known civic figure in your community.

* Ministers: the call of a new minister, resignation, retirement, anniversary, special awards, publication of a book or article, or ecumenical involvement with other denominations

* Organizations: staff changes, new programs, special training opportunities, vacation Bible school, foreign travel, groups sponsored by the congregation such as Scouts

* Unusual services: outstanding guest speaker or artist, special choir and drama presentations, new approaches to worship, seminars open to the public

* Property: ground-breaking for a new facility, dedication of a new building, new organ, significant contribution, memorial windows

* Service and involvement opportunities: recreational programs, study groups, performing groups, trips, volunteer opportunities such as staffing a food pantry

* Human interest: people in your congregation who have special talents or perform interesting ministry

Make news happen.

* Plan events to honor people outside your church who contribute significantly to your community, such as police or firefighters.

* Find opportunities to comment on a current issue. Many emerging stories relate to Christian ethics.

* Use the letters to the editor to present your viewpoint on what’s happening locally and nationally or participate in talk-radio shows.

———– Wanda Vassallo served as Director of Information Services and as Director of Communications for the Dallas Independent School District for 15 years and as a columnist for three Dallas-area newspapers. She is the author of more than 100 articles in professional and religious magazines and four books, including Speaking with Confidence and How to Handle the News Media.

From Church Communications Handbook by Wanda Vassallo, copyright (c) 1998. Used by permission of Kregel Publications, Grand Rapids, Mich., 1-800-733-2607.