1. Presented by:
Morgan Lyons, Dallas Area Rapid Transit
Deanne Hullender, Dallas County Schools
CHURCH COMMUNICATION & PUBLICITY
NACBA CERTIFICATION SEMINAR
3. Information voids will be filled by rumors
and speculation unless they are
preempted by open, credible and
trustworthy communication. Pull no
punches. When you know an answer, give
it. When you don’t, say so. When you’re
guessing, admit it. But don’t stop
communication.
~Jean B Keffeler
4. CHURCH COMMUNICATION & PUBLICITY
• General Communication Reminders
• Planning for the Unknown
• Media Relations
• Social Media
6. CHURCH COMMUNICATION & PUBLICITY
Why is communication a good thing?
Why do you need to invest time and
money in it?
7. CHURCH COMMUNICATION & PUBLICITY
Three Commandments of Media Communication
• Be Prepared
• Make friends BEFORE you need them
• Know the rules of the game
8. CHURCH COMMUNICATION & PUBLICITY
Whose job is it?
• To tell the great stories
• To communicate seasonal events
• To talk to the press when something “bad”
happens
• To market or brand your church
9. CHURCH COMMUNICATION & PUBLICITY
Understanding Today’s Media Environment
• On deadline, all the time
• Rise of video, reader comments
• News is often adverse, negative, tense, dramatic
• Media are intensely competitive
• Competition leads to cynical, aggressive
reporting
10. CHURCH COMMUNICATION & PUBLICITY
General Planning for Storytelling
• Think of a story that has happened in your
church.
• Who was your audience?
• What needed to be communicated?
• How did you communicate it?
16. CHURCH COMMUNICATION & PUBLICITY
ALWAYS
• Tell the truth
• Have a story/message to tell
• Be prepared
• Work with reporter’s deadlines
• Return their calls
• Keep your composure (breathing is good)
17. CHURCH COMMUNICATION & PUBLICITY
NEVER
• Say “No Comment” (but you can explain why a
comment isn’t appropriate right now)
• Speak off the record (the record starts when you
say “hello” on the phone)
• Share your personal opinion
• Speculate (what if? or hypothetical questions)
• Cry/Get Mad (unless it is appropriate)
22. CHURCH COMMUNICATION & PUBLICITY
Social Media
What keeps churches from providing more online content
and services?
• 46% limited staff time
• 41% limited financial resources
• 39% limited volunteer time
• 35% lack of interest or demand
23. CHURCH COMMUNICATION & PUBLICITY
Social Media Considerations
• Who will post?
• Who is your audience?
• What kinds of content will be created/shared?
• When will content be shared (schedule)?
• How will you evaluate your social media use?
• How will you promote the tools plus maintain safety and ethics?
• How do you fund this? What are you prepared to give up to do
this?
24. CHURCH COMMUNICATION & PUBLICITY
Remember
• Say it accurately
• Say it completely
• Say it clearly
• Sat it in many different ways
• Say it often
25. CHURCH COMMUNICATION & PUBLICITY
When communications are effective, there
are few, if
any, misunderstandings, grievances, error
s, personality conflicts, emotional upsets
and so on….Getting your message across
is the essence of good personal relations.
~Ted Pollack
28. CHURCH COMMUNICATION & PUBLICITY
• Morgan Lyons – morganlyons@sbcglobal.net
• Deanne Hullender - dhullender@dcschools.com
29. SECRETS TO COMMUNICATION SUCCESS
• Project Self Assurance
• Show you have done your homework – especially is you are dealing with a certain event
• Be friendly. Smile. Make Eye Contact
• Talk in ordinary words
• Demonstrate Empathy
• Respect the Parent’s point of view
• Avoid big words
• Listen more than you talk
• Use unifying terms (we, teamwork, together)
• Admit mistakes
• Give others time to feel heard – Really LISTEN
Editor's Notes
BOTHEach of us share our experience and work description
DEANNEI want to share with you a classic communication breakdown.
Have this on the screen while we talk about norms….housekeeping stuff.
DEANNE
MORGANOpen up for answers.
MORGAN
DEANNEGeneral comments and an overview of media RELATIONSHIPS!Tell about what happened this week with KRLD – driver gathering $$ from students on the bus for end of the year party“Shoot Straight With Me”
DEANNEThe answers to this question needs to be a part of the Church’s Business Continuity PlanMake them consider who on their church staff is responsible for each of these communication tasks.
MORGANPressures of Todays MediaStories were once a minute and a half….now if you get 45 seconds, you are doing good.
MORGANThings to consider any time you have contact with the media/press.
DEANNE Intro this and had off to Morgan to give details.
MORGANTake them through:IdeaPlanningWho was involvedEngaging the PressOutcome
MORGAN
Credibility begins and ends with telling the TRUTH & TRANSPARENCYProject self assuranceMake the issue clear right away and show you have done your homeworkBe friendly. Smile, Make eye contactBODY LANGUAGEWhat you are NOT saying is sometimes more important that what you ARE saying.Talk in ordinary wordsDemonstrate EmpathyAvoid big wordsListen more that you talk
DEANNE & MORGANI will pick a couple of these and share actual experiences.Tell the truth – when you don’t know….say you don’t know!Have a story/message to tellBe prepared – do your homework and make sure the troops are all on the same page.Work with reporter’s deadlines – skyrocketing gas prices – DMN – intern storyReturn their callsKeep your composure (breathing is good)
MORGANSet up the scenario
DEANNEset up beginning of the event – March 3, 20114:15p.m.On the news at 7:15 p.m.D contacts executive staff – reminders of website postings, spokesperson to designate, statement for church receptionist (get my notes from email)Share info Dennis provided – no one go rogue, importance of strong staff relationships, listen to those who know this business, do not ever carry on as if nothing happened on a Sunday a.m.
DEANNE – ask the question and define SM“Social Media is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions.” – Groundswell by Charlene Li and Josh BernoffPut simply, social media is people having online conversations.
DEANNE – ask the question and define SM“Social Media is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions.” – Groundswell by Charlene Li and Josh BernoffPut simply, social media is people having online conversations.
MORGANRemember what was discussed at the beginning…..you must decide what you want to spend your $$$$$ on!
MORGAN
DEANNE
MORGAN
Everyone has their own secrets to success.I am sure many of you could tell a story on each one of these and you have probably used them frequently.Refer to handout, but I have highlighted a couple to talk to in the next few minutes.Demonstrate Empathy – storyListen more than you talk – storyAssure Parents you have heard them and will respond – story
