Merran Kryger not only loves to promote church events, she’s actually very good at it. She’s also my sister! In this new series of posts, Merran will share insights into how churches can promote their events (from the humble church service, to the 125 year anniversary celebration), interact with the local media, and use straightforward techniques to gain a larger presence in the community.

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You might have heard it called the dark arts or spin doctoring, but the aim of PR or public relations is actually to help your organisation build a relationship with the public, and let them know what you’re all about.

Unlike advertising and marketing, promotion gained through PR activities is free. Which makes it a great and affordable way for your church or community organisation to promote yourself within their community.

Generally, PR is carried out through the media, which can including newspapers and magazines, radio and television. A media release is used to tell the media about an event or news opportunity, ideally resulting in a newspaper article or news segment.

While you could hire an expert, your PR activities don’t have to be complicated or result in national news coverage to be effective.

Here are a few easy ways to make PR work for you:

• Have a plan – PR is most effective when there’s a strategy behind it. The best time to write a communications strategy is at the beginning of the year when you’re finalising your calendar. Are there any interesting events or dates you could tell the media about? You can also brainstorm some new ideas to add to the calendar – don’t be afraid to be creative! How about a community car wash fundraiser or a free Australia Day BBQ at a local park?
• Piggyback – look for bigger community, church or national events you can piggy back your news onto. If there’s an important denominational day coming up, let your local media know about what’s happening locally. Or think about getting on board a community event – how about signing your church up for Clean Up Australia day and cleaning the whole suburb? This is a story you can tell the media about.
• Who do you know – Relationships are an important part of effective PR. A charity appeal collection point at your local shopping centre could lead to a great opportunity to promote a school holiday program. Great relationships lead to great opportunities.
• Community media – There are lots of small scale ways to promote yourself locally. How about an online radio station community notice board. They’re free, and local events are often announced on air. Or what about a local shopping centre notice board? Even a school newsletter can be an effective way of reaching your local community.

With a bit of planning and a bit of creativity you’ll have the tools to effectively promote yourself within your community.

Next up in the series: What’s a media release (and how to get one out there)