Joshua Bennett
The Catholic Church has long recognized the importance of engaging with the press and media to spread its message and connect with its congregation. The Office of Public Affairs, for instance, represents the Catholic Bishops of the United States to the media and facilitates media engagements. The Catholic Media Association and Catholic Media Conference also support Catholic media professionals in their mission to share the news through Catholic media. To engage the press, Catholic organizations often utilize press releases, which are sent to local or national Catholic publications. These releases follow a specific format, including a headline, date, contact information, and body content, with a focus on engaging and elaborating on the topic with relevant details and a clear, non-technical language.
| Characteristics | Values |
|---|---|
| Contact info | Name, job role, church name, email, and phone number |
| Release date | "For immediate release" or specify a date |
| Headline | Catchy, less than 10 words, include local place name |
| Body | Engaging information, images, statistics, quotes, details, links to relevant sources, research |
| Boilerplate | Brief description of the church using facts and plain language |
| End notation | Three pound signs |
| Final note | Link to more information |
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What You'll Learn
- Press releases: keep them concise, non-technical, and engaging
- Include images, statistics, quotes, and details to support your story
- Contact methods: ensure your press release has clear contact information
- Boilerplate: provide a brief, plain-language description of your church
- Catholic Media Association: build relationships with media professionals to inform and engage Catholics
Press releases: keep them concise, non-technical, and engaging
A press release is a simple yet powerful tool to protect your company's image and stay relevant. It is a short, structured announcement meant to attract media attention. However, journalists will only take the bait if it sounds like a story worth telling. A well-crafted press release can help generate positive publicity, build trust and credibility, and reach a wider audience.
To write an effective press release, you must keep it concise, non-technical, and engaging. Start with a captivating headline that summarises the story in a few words and includes a local place name if relevant. The headline should capture the essence and angle of your press release, using keywords that relate to your topic and audience. The first two paragraphs are crucial, providing a concise summary of the who, what, when, where, why, and how of your story. Keep this section short, around 100-200 words, and avoid jargon, acronyms, and technical terms. Write in a simple, clear, and concise manner using short sentences and paragraphs.
The body of your press release should elaborate on your topic with engaging information, such as images, statistics, quotes, details, and links to relevant sources. Include bold, purposeful quotes that add colour to your release. You can also attach multimedia materials like videos or infographics to complement your text. Ensure your press release follows the ""reverse pyramid" formula, with the most important and newsworthy information at the top, followed by less critical details. This ensures that even if readers skim through or don't finish your release, they still grasp the key messages.
Before sending your press release, proofread it for spelling, grammar, punctuation, and factual errors. Format it according to standard guidelines, including your logo, contact information, date, location, headline, and subhead. End with a boilerplate providing a concise summary of your organisation and an end sign-off, such as three pound signs (###). Finally, send your press release to the media outlet's generic newsdesk email rather than a specific reporter to increase the chances of coverage.
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Include images, statistics, quotes, and details to support your story
A press release is a great way to promote your Catholic parish through local news outlets. Here are some tips on how to engage the press and share your story with the world:
Include Engaging Details:
When writing your press release, it's important to include interesting details that will capture the attention of your audience. This could be in the form of images, statistics, quotes, or other relevant information. For example, if you're announcing the arrival of a new associate pastor, you might include a quote from them about their excitement to serve the community.
Provide Visuals:
Sending a good-quality, relevant photo along with your press release can make a big difference in terms of placement and visibility. Choose an image that complements your story and helps to convey the key message. For instance, if your story is about a new youth ministry program, include a photo of the young people engaged in an activity.
Quote Notable Figures:
Including quotes from notable figures within your Catholic community can add credibility and interest to your story. For instance, if your press release is about a new initiative to support the local community, consider including a quote from a respected bishop or priest who is involved in the project.
Share Statistics and Research:
Support your story with relevant statistics or research findings. For example, if your press release is about a new outreach program for the homeless, include statistics on the number of people experiencing homelessness in your area and how your program aims to make a difference.
Provide Context and Background:
Help reporters understand the broader context of your story by including relevant background information. This could be a brief history of your Catholic parish, the impact of similar initiatives, or any unique challenges or opportunities your community is facing. For instance, if your story is about a new building project, provide details on the history of your parish and why this expansion is necessary.
Engage with Catholic Media Outlets:
Consider reaching out to Catholic media outlets, such as the Catholic Media Association, which is dedicated to helping members share news through Catholic media. These outlets may have a particular interest in your story and can help spread your message to a wider Catholic audience.
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Contact methods: ensure your press release has clear contact information
When writing a press release, it is important to include clear contact information. This should be placed after the logo and before the body content. The contact information should include the name, job role, church name, email, and phone number.
It is also a good idea to write the press release on your church's official letterhead, which can be in PDF format or simply included in the email. This will make the release look official and professional.
When sending the press release, it is recommended to send it to the generic newsdesk email rather than a specific reporter. You can usually find this email address at the bottom of the media outlet's website or on their "Contact" page. It is also a good idea to include a headline that summarises the story and includes a local place name.
Additionally, consider following up with a phone call to the newsdesk to ensure they have received your email and to increase the chances of your story being noticed. Journalists receive a high volume of emails, so a follow-up call can make a big difference.
Finally, try to be available after sending the press release. Call reporters back quickly if they reach out, as they work with tight deadlines and you may miss your opportunity for coverage otherwise.
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Boilerplate: provide a brief, plain-language description of your church
A press release is a great way to promote your Catholic church through local news outlets. Here are some tips on how to write one:
St. Mark's is a Catholic parish located in the Maplewood neighbourhood of Awesomeville, Ohio. We were founded in 2001 by just five families, and now we have over 400 families registered and provide 25 diverse ministries to our members, neighbours, and the greater community. We offer both English and Spanish Mass options and welcome everyone who visits our church home. Our mission is to provide a hospitable and inclusive space for our congregation and the community, where people from all walks of life can come together and find support and meaning in their lives. We strive to be a force for good in our community, offering a variety of programmes and services that are open to all.
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Catholic Media Association: build relationships with media professionals to inform and engage Catholics
The Catholic Media Association (CMA) is an organization of publishers and media professionals with a mission to help its members share the Good News through Catholic media. Incorporated in 1911, the CMA is made up of 364 member organizations, consisting of more than 900 mission-driven professionals.
The CMA provides professional development, networking opportunities, inspiration, and support for the faith formation of Catholic media professionals. The association invites members to build relationships with media professionals throughout North America and beyond, with the aim of supporting one another in their mission.
To engage with the press and build relationships with media professionals, the CMA and its members can utilize press releases, which are a founding format of public relations efforts for any church. A well-crafted press release should include a straightforward headline, local place names, and be written in a non-technical, concise, and targeted manner. It should be written in the third person and include engaging information, such as images, statistics, quotes, and details that draw the audience in.
Additionally, the CMA can facilitate relationships between media professionals and the Catholic Church by acting as a representative and intermediary. The CMA can assist in preparing and distributing statements, arranging interviews, organizing press conferences, and responding to media queries. By providing resources and access to Catholic institutions and individuals, the CMA helps build connections and ensures accurate and transparent communication about the Church.
Through these efforts, the CMA plays a crucial role in informing and engaging Catholics, as well as the wider world, about the Catholic Church and its teachings, missions, and events.
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