In an era where media narratives shape public perception, churches often struggle to make their voices heard. Rev Peter Crumpler, an Anglican minister, former Director of Communications for the Church of England, and a seasoned journalist, has spent years working to bridge the gap between faith communities and the press. In this conversation, he shares insights into how churches can engage meaningfully with the media, the challenges of communicating in a digital world, and why proactive storytelling is important for faith communities today.
The Need for Proactive and Strategic Communication
Churches, like several organisation looking for to speak effectively, have to be strategic and ready. Too often, their engagement with the media is reactive relatively than proactive.
“We should be proactive in what we communicate, understand the media that we’re looking for to succeed in, and be willing to supply ‘oven-ready’ material for them,” Rev Crumpler explains. “It’s essential too to construct relationships with those working in media and be willing to reply positively to them.”
Rather than waiting for journalists to approach them, churches should ensure their stories are available and presented in a way that aligns with media requirements.
What Makes a Church Story Newsworthy?
One of probably the most effective ways for churches to achieve media coverage is to give attention to stories that resonate with their local communities. Many faith groups play a central role in social outreach, yet their contributions often go unnoticed outside their congregations.
“Churches must give attention to stories that may resonate of their communities,” he advises. “People-based stories, drop-ins, food banks, debt centres and similar projects, or where they organise special services at times of crisis, grief or celebration.”
Stories centred on individuals and community impact are way more likely to interact local journalists than internal church matters or theological debates.
Faith within the Media: Are Churches Under-Represented?
The mainstream media’s treatment of spiritual issues is a subject of frequent debate. While some argue that faith-based stories are marginalised, Rev Crumpler believes churches must take responsibility for improving their communication.
“I are likely to think that, if churches are under-represented, then often – but not all the time – the responsibility is ours,” he says. “We should be communicating higher and more consistently. The local media, especially, may be very receptive to positive stories from churches.”
At a national level, he points out that media coverage tends to give attention to the Church of England and the Catholic Church, often overlooking the range of Christian traditions within the UK.
“The church landscape within the UK has turn out to be far more diverse in recent times, with many recent churches and denominations bobbing up,” Rev Crumpler observes. “I might like to see this more widely reported, to counter stories of decline.”
Adapting to a Changing Media Landscape
With traditional news readership in decline, churches must reconsider how they engage with audiences in an increasingly digital world. The rise of social media and recent platforms for news consumption presents each a challenge and a chance.
“This is a serious challenge for all news organisations,” he notes. “Many are turning to TikTok, YouTube and other social media sites where young people get their news. Churches can play their part by being represented on these platforms.”
Social media is just not simply a tool for broadcasting messages; it provides a chance for meaningful engagement. He suggests that churches consider joining Facebook community groups, where they’ll connect with 1000’s of local people.
“Instagram and WhatsApp are good for specific audiences,” he adds, urging churches to evaluate their resources and expertise before determining probably the most effective platforms.
Managing Communications in Times of Crisis
When coping with sensitive issues or crises, effective communication is critical. Rev Crumpler outlines five key principles: be proactive, open, honest, consistent, and use probably the most appropriate communication channels for the intended audience.
“It’s often helpful to get ‘outside’ perspectives on what you might be looking for to say,” he advises. “This means that you can check that your messages make sense and that you’ve gotten addressed the questions persons are going to ask.”
Churches also can play a task in promoting ethical journalism by engaging constructively with local media, supporting independent reporting, and fostering transparency.
“Perhaps by inviting editors or producers along to church meetings to speak about what they do,” he suggests. “Being willing to hearken to them, and ask questions.”
Regional newspapers and radio stations function “guardians of local democracy” by asking essential questions. They cover all the things from emergency council meetings and native elections to church fêtes and jumble sales. Acting as each a mirror and a record, they document the events that shape our lives.
The Church should all the time aim to be a component of this evolving narrative “by supporting recent initiatives in independent local journalism that we’re seeing across the country”.
Leading the Narrative on Church Life
The media often highlights declining church attendance, but Rev Crumpler believes faith communities can do more to make sure a balanced narrative.
“My experience is that consistent coverage of a neighborhood church plays a very important role in raising their profile in a community,” he says. “It’s not a lot about making a huge impact, but about being a part of the conversation in the realm.”
By maintaining a gradual presence within the media – whether through local newspapers, radio, or digital platforms – churches can make sure that their ongoing contribution to society is recognised.
The Communication Challenges and Opportunities Ahead
As media landscapes proceed to evolve, Rev Crumpler sees each challenges and opportunities for churches in the approaching years.
“I feel the comms challenges facing the church are just like those facing every organisation – the power to be heard, and heard clearly, in an increasingly noisy and busy media landscape,” he says. “Algorithms are likely to profit those with controversial or outrageous views, and this could make the Church’s role much harder.”
Yet, he stays hopeful. As people seek authenticity of their media consumption, churches have the potential to supply something distinct.
“People are searching for authenticity and to form real relationships with those they see online – hence the rising importance of ‘influencers’ in all fields,” he explains. “Christians who understand this media context, and are proficient with online platforms, apps and software, could make an actual impact for the gospel, where traditional methods could also be less effective.”
Christians in Media: Supporting Those within the Industry
Rev Crumpler has been involved with Christians in Media and its predecessor organisations for a long time. He sees the fellowship as a significant resource for believers working in an often difficult sector.
“For many, Christians in Media could also be their only contact with Christians who work in or with media,” he says. It stays free to affix and receive regular newsletters, updates, and inspirational prayers. “I see it as a great network for helping Christians consider a profession or involvement in media, and am especially supportive of its mentoring scheme for young people.”
A Call to Action for Churches
His message to churches is obvious: they have to take the initiative in shaping their very own stories. Whether through traditional news outlets or digital platforms, faith communities have a chance to influence how their work is perceived.
With the proper approach, churches can move beyond outdated narratives and highlight the positive impact they proceed to have on people in lots of small-town and inner-city communities across the UK. As Rev Crumpler puts it, “We are sometimes amongst probably the most energetic community groups of their area, with many good stories to inform.” The challenge is ensuring those stories are heard.
“Let your conversation be all the time stuffed with grace, seasoned with salt, in order that you might know answer everyone.” – Colossians 4:6, NIV.
If you might be a Christian working within the media or communications industry and need to attach, please find more information and resources here: www.christiansinmedia.co.uk
