A recent article in Time magazine about The Church of Jesus Christ of Latter-day Saints said:
“The LDS is the fourth largest church in the country, the richest per capita and one of the fastest-growing abroad. The body has become a mainstream force, counting among its flock political heavyweights like former Republican presidential candidate Mitt Romney and Democratic Senate majority leader Harry Reid, businesspeople like the Marriotts and entertainers like Glenn Beck and Twilight novelist Stephenie Meyer. … LDS spokesman Michael Otterson says, ‘This is a moment of emergence.’”
From a media perspective, this “emergence” means the Church is becoming increasingly relevant. Consequently, anytime a social issue becomes newsworthy, whether it is capital punishment, same-sex marriage, illegal immigration, or abortion, the Church will most likely be asked its opinion. Journalists are also interested in the Church itself, from its unique history and distinct doctrine to its humanitarian efforts and young missionaries. Being relevant is a good thing, but it also means the Church is open to greater scrutiny.
Sometimes depictions of the Church and its people are quite accurate. Sometimes the images are false or play to stereotypes (see the Publicity Dilemma). And while we don’t have control over what media ultimately print, broadcast, or blog, directors of public affairs (DPA) can have a great influence in how a story is reported. The role of the DPA is to inform, educate, explain, and promote the Church to journalists. Every interaction with a journalist should enhance trust, mutual respect, and understanding.
The most important aspects of media relations are:
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