One of your New Year's resolutions may be to attract more coverage of your church and its special events. While you want to get the word out about a particular activity, you may also wonder how to justify the cost of advertising.
Before plunking down any dollars, consider avenues of free publicity. Learn to write news releases and submit them for publication, as well as short public service announcements for local radio stations.
Every dayâ€â€or week in smaller townsâ€â€your city's newspaper must fill its pages with local information. This means that well-written news releases represent a major source of free publicity.
Media outlets will often publish these releases, although they are likely to appear in edited form. Still, 50 to 70 percent of many newspapers' content originates with some form of news release.
Releases can lead to publication
Well-written releases have a better chance of getting published. You don't have to be a Pulitzer-prize winner. Simply write out the "who, what, where, when, why and how" of your ministry event.
This can be done in sentence form or by simply listing some of the basics. In either case, editors can use this background information to write a short article or use it in a community calendar.
Be sure to include contact information, including office and cell numbers so a reporter can easily reach someone if needing more information. Then mail, fax or e-mail it to an editor.
Write a shorter pieceâ€â€something that can be read in 15 or 20 secondsâ€â€and send it to radio and TV stations, including cable access channels. All air public service announcements (PSA) for no charge.
Select the name of the proper editor by checking the masthead on the inside pages of the newspaper or logging onto the newspaper's (or broadcast station's) web site. If still in doubt, call the outlet and ask who handles news releases or PSAs.
Smaller newspapers especially are open to using a good photo to help illustrate your article. Though they will appear in black and white in the newspaper, clear, sharply-focused color photos are acceptable.
Contact editors for more information
As part of your marketing plan, contact the respective editors of particular sections or calendars. Ask about their deadlines, whether they use photos and their preferred method for submitting releases and pictures. Ask if they can offer any guidance on photographing your event for follow-up coverage.
A few tips to help relate to reporters and editors:
÷ They are people too. Pray for them and make friends.· Always be polite, even if they get the details of your story wrong.
· Don't ask them to contact you when your story runs. It is your church's job to monitor the media.
· Offer newsworthy copy. Send releases that relate to some current event of local interest or that apply to more than just your church members.
· Don't tell a reporter anything you wouldn't want to read in the paper the next morning.
Reaching out beyond the media
Releases are often how churches get listed in the religion pages of the newspaper. But have you also seen church events listed in a community calendar from city government or chamber of commerce and thought, "Why didn't ours make this listing?"
The secret is simply that these ministries send their information to the city and the chamber, just as they do the local newspaper.
Newspapers aren't the only outlets for free publicity. Chambers of commerce and other community organizations often will post free information about local events, such as the ones in your church.
Such news adds value to their publications and resources. Whatever the publication, they like to carry as much local news as possible, which means they welcome accurate material from community organizations.
In addition, it's good business. People tend to buy the publications featuring their church.
Some chambers of commerce require membership before posting calendar information. Since a membership costs money, it's not a free marketing tool. However, it can be considered "nearly free," since membership for a non-profit organization is often nominal.
As a chamber member, they can help by including your church's information in their directory. They also may list some of your events in their public calendar.
Besides these services, the chamber offers useful information about your cityâ€â€facts, statistics and other information that may help shape your outreach efforts.
Many host networking meetings several times per year where you can get to know local business leaders. These provide great opportunities to tell others about your church and possibly share your faith.
Action Point 1
Contact local news media, both print (newspapers and magazines) and electronic (TV, radio, website) to find out where, how and to whom you can send press releases.
Action Point 2
Research what community calendars exist in your city. Find out where you can mail, fax or e-mail events to be placed in those calendars. Investigate the possibility of joining your chamber of commerce.
Chris Forbes is the founder of MinistryMarketingCoach.com and also serves as the Marketing Evangelism Specialist for the Baptist General Convention of Oklahoma. He has served as the Interactive Media Specialist for PurposeDrivenTM Ministries and as Media Strategist for the International Mission Board.
