spokesperson training

“…the questions don’t do the damage. Only the answers do.”

Sam Donaldson
Former Senior White House Correspondent
ABC News

Ministry executives and spokespersons are frequently called upon to respond to inquiries from the media – both religious and mainstream. By effectively utilizing these opportunities, Christian organizations can influence public opinion, correct misperceptions, and address key issues among a broadened group of target audiences. Advancing an organization’s goals, objectives and viewpoints through appropriate media forums is not merely a marketing option, but is an important and necessary ministry function.

Utilizing the power of the press to advantage depends on an understanding of the media. Our world is saturated and inundated with a din of information. The most effective spokesperson will be the one who can cut through the clutter and communicate clearly in a manner that a reporter – even one who is not familiar with matters of faith or religion – can understand.

Telling an organization’s story – or dealing with a difficult media situation – in an effective manner takes practice, but is time well spent. The power of both print and broadcast media cannot be overstated. Knowing what to say, how to say it and when to say it (or when to remain quiet), will help harness that power to full advantage, but requires a basic understanding of the media process.

This is particularly important when a crisis catapults an issue or an organization into the spotlight. During a crisis, particular attention is paid to the messages communicated, the tone and emotion conveyed and the perceived competency of the experts. These all play a major part in shaping a ministry’s reputation, credibility and goodwill -- which often take major positive or negative swings during and after a crisis has occurred.

ALRC offers half to two-day media training sessions, including theory and on-camera practice, to empower and equip ministry representatives to tell their stories their way and make the most of every media opportunity.