The Church in (Media) Crisis

This is a piece I wrote following Ted Haggard's humilating scandal in November 2006. While there have been some positive comments about how New Life Church in Colorado Springs handled the removal of 'Pastor Ted' there were also some glaring mistakes made that served only to further damage the church and its reputation in community.

It's easy to criticize after the fact, but it's also a good way to plan for the future.

I am posting it now, because every church needs a crisis communications plan that includes dealing with local, and potentially national news media. Thanks for reading on.

Controlling the Media Onslaught
(The Church in Crisis)
by Loretta Cooper

“It’s not the deed… it’s the cover up!” This simple mantra is part of Washington’s political cannon. In many respects it applies to the church in crisis as well.

As a Washington-based television news correspondent I have covered more scandals than I care to recall. As a believer who loves the church, I cringe when my own community finds itself in the spotlight for all the wrong reasons.

No one in ministry likes to think about managing a very public scandal, let alone preparing for one. It’s a bit like advanced funeral planning; it’s a difficult subject to broach, but it can preserve your ministry and your reputation in the community if done effectively.

Of course every situation is different, but there are a few key variables that should be defined well in advance of a crisis.

First, who will be the church’s spokesperson? Generally speaking it should not be a member of the pastoral staff or family member. Media representatives will have more confidence in a spokesperson with access to the principal, but also some distance from the crisis. Wisdom and practicality dictate that your representative be an elder or church leader with maturity, objectivity and credibility; a person who will already be part of the crisis ‘recovery team’. The spokesperson should be an effective communicator who will be comfortable speaking to reporters, and possibly even before cameras.

What should the spokesperson say? This should be obvious, speak only the truth. We all know that honesty is always the best policy, but time and experience have taught us that it not always the first human impulse. (Remember Adam in the garden?) It is foolish to lie to a reporter, and insane to do it in front of rolling cameras. It will always come back to bite you. Always.

When should the spokesperson speak? Only after the facts have been assembled. Dribbling out new bits of information day after day only ‘keeps the story alive’ in newsrooms and drags out the ordeal for everyone involved. Get your information assembled. Draft a statement and deliver it as quickly as justice and mercy will allow. In the meantime, craft a simple statement you can give reporters anxious about their next deadline. “Our goal is to give you the best answer we possibly can, and right now we just don’t have enough information. As soon as we do, I will be back to you.” It doesn’t have to be substantive; it just has to assure them of your good faith. Never let the words “no comment” pass your lips.

Be aware that releasing information on a weekend will also drag out the story another day, as it will be revived for all those Monday morning news shows. Your goal in media management should be to get the facts out quickly, and assign this event to the ‘old news’ pile as soon as possible.

Finally, the individuals directly involved in the crises should be secluded, never speaking to reporters. These individuals need to be surrounding by caring and compassionate friends, not making television appearances.