Media is a power too; use it to advantage

 By Rachel Pritchett, synod communicator 

Years ago before we had security, the Rev. George Larson burst into the Kitsap Sun office, where I was and remain a reporter. The van from Spirit of Life Lutheran Church of Olalla had been stolen. What were we going to do about it?

I don’t remember, but I never forgot Larson. Since then, I’ve watched him grasp the media's attention before leading countless moments of blessings, cross walks, blessings of the animals and responses to tragedies. Each time within hours, Larson and his words of salvation were splashed across Page 1 and on the websites of local media. Once again he had successfully harnessed the power of the media to deliver his message to thousands more than he ever could have reached in
Olalla. Larson is unusually gifted, but you can and must use the media to advance your mission. Here are some first steps: 

It starts with regular notices: Most news outlets reserve Saturdays for church news. They consider submissions about congregational events with larger community connection news. Examples are homeless meals, Advent suppers, the bishop coming, vacation Bible school, Bible-study series, or a pastor’s arrival, installation or retirement. In addition, most outlets have portals on their websites for submitting self-written notices. Both are free.

It continues with relationship: Every news outlet has a journalist who fields the religion news. Find out who that is in your town. Cultivate the relationship and occasionally invite a reporter to your biggest events.

Turn routine church happenings into community events: Rather than having a blessing of the animals in your sanctuary, get a few congregations together, have it in a park, and invite the media. If you’re having a block party, notify the news outlet, tell why you are doing it, and invite a reporter. That goes for church anniversaries, as well as for special services at Christmas and Easter, including the bigger children’s plays.

Be novel: Moments of blessings, animal blessings and 100^th anniversaries invite media attention. But their novelty is wearing out. The Episcopalians for the last couple of years have shown up at transit hubs on Ash Wednesday to spread ashes on the foreheads of commuters. We are lapping it up.

Tell us a people story: Tell the media about people in your congregation who are doing something extraordinary.

Invest in a regularly appearing ad, particularly a web ad, inviting people to worship services: This is especially true in transient, military communities. It beats telepathy every time.

Write a column, guest editorial or letter to the editor: For a long time, the Rev. Kim Latterell of Creator Lutheran Church of Bonney Lake has written a column for his local weekly. I'm guessing more people recognize him by that than anything else. Rotate the task with other clergy or lay people.

There’ve been some wonderful media moments in our synod. For a few days after last year’s shooting of a Mount Rainier ranger, unshaking words from the Rev. Galen Gallimore of Spanaway Lutheran Church were heard by millions coast to coast. We’ll never know how many people received the message for the first time. On a smaller scale several years ago, the Rev. Chris Ode, then of Chinook Lutheran Church, was intent on generating interest in his church, and so sat alongside a highway for an entire summer fielding questions from curious passers-by. He got noticed. Brilliant.

Fight for coverage your congregation deserves and needs to carry out its mission. Contact me if I can help set you up with a plan. — Rachel, 206-498-0920 or rachelpritchett@msn.com