Getting the Word Out: The Alban Guide to Church Communications (Book)
Frederick H. Gonnerman, Author.  Herndon, VA: Alban Institute, 2003.

Church publications have to compete for attention: with other mail, with other time demands on readers, and with the expectations readers have for quality and appearance. Frederick H. Gonnerman claims that church publications need to amplify the mission of the congregation, and motivate readers to become active in that mission.

Gonnerman lays out the tools that church publication editors need. He explains the "inverted pyramid" style which includes a lead paragraph—one or two sentences that convey journalism’s five W’s (who, what, when, where, why)—with succeeding paragraphs filling in details in descending order of importance. He stresses the importance of headlines that draw reader’s attention, and the importance of future tense and objective language in articles that make people feel invited and motivated.

Every church needs a style sheet—which defines such things as line length, typeface and type size for headlines and text, what abbreviations are used, how people are referred to—all of which need to be handled consistently. He offers helpful ideas on how to handle photo editing and layout, worship bulletins, and publications for special events. Examples of all these elements are shown.

He recommends the development of a "crisis control plan" to prepare for dealing with the media when disaster strikes; including, naming a spokesman, preparing a statement for the press, writing a letter to members, etc.

This will be especially useful to clergy interested in public relations, church communications directors, volunteers, newsletter editors, and administrative support staff.

Average Customer Rating: Not yet rated
Rate this resource and share your thoughts.

Return to category listing