When Tupuola George Hunt was called onto the Samoa national public affairs council two years ago, there were a handful of newspaper and other media reports mentioning The Church of Jesus Christ of Latter-day Saints each month. He got to work. He built relationships with media professionals, identified great stories, and placed them with newspapers and radio and television stations. Over the last two years the number of accurate media articles and stories has been increasing.
Description: Members of the Church’s Samoa National Public Affairs Council. From left to right, Tupuola George Hunt, Alema Fitisemanu, Mark Moors and Sapele Fa’alogo president of the Pesega Samoa Stake.
In the first three months of 2011, Brother Hunt and his fellow council members generated 141 accurate media exposures in the country. These came in the form of television and radio reports and newspaper articles. Tens of thousands of Samoans are now regularly hearing or reading about what the Church and its members and missionaries are doing in the country. They are seeing what the Church really is and who the Latter-day Saints really are
"Brother Hunt has been a blessing to the public affairs efforts in Samoa," says Samoa's national director of public affairs, Mark Moors. "Key to his success is his ability to develop excellent relationships with all the local media opinion leaders. It takes a bit more effort and time, but once established there is no substitute for a healthy relationship."
Brother Moors adds: "Accuracy in our information will keep the trust in our relationship with the media, and George has made accuracy the standard in all his releases and articles. To ensure accuracy, Brother Hunt submits completely written articles ready for print. This retains accuracy but also makes it easier for the presenters and editors to include George's submitted articles."
Brother Moors says he believes Brother Hunt's faith has allowed him to put his trust in the Lord's guiding hands and inspiration as he works to show Samoa what the Church is about.
In addition to these efforts, the Samoa national public affairs council has started a media project involving every stake in Samoa. In January, February and March 2011, three stakes in Upolu Island each took a turn to present a 30-minute TV program of five hymns and four spiritual messages (90 seconds long) on the Apia Broadcast Company TV station.
The programs were recorded on Saturdays and aired the following Sunday evenings. The hymns were sung by stake choirs and the messages presented by bishops or members of the stake presidency. The messages came either from the scriptures pertaining to the hymn or from the Ensign First Presidency message for the month.
The TV station airs this program again mid-week at a different time slot. This is basically a Samoan version of Music and the Spoken Word called Viiga O Siona (Hymns of Zion).
To learn more of how the Samoa national public affairs council has been helping others understand and respect the Church through effective media relations service, we asked Brother Hunt the following questions. Here are his responses:
1. How was the Church represented in the media when you were first called?
When I was called to work in media relations some two years ago, there was little in the media about the Church and its work.
2. What did you do to get started?
I looked for and selected ideas for articles and started writing and submitting media releases.
3. How important are relationships with editors, journalists and others working in the media?
The importance of good relationships with media people and organizations cannot be overemphasized. Remember, editors are opinion leaders and through their daily writings they significantly influence public thinking. Furthermore, they decide whether or not to publish press releases we submit and whether to publish releases edited or unedited. If journalists cover an event for us, they influence delivery outcome, and they will do their best if we have a good relationship with them.
4. How did you reach out to these media professionals?
Fortunately for me — because Samoa is a small country — media owners, executives, journalists, reporters, photographers, etc., are known to me on a personal basis and vice versa. I have therefore established excellent relationships with media people and organizations, and I continue to cultivate and nourish those relationships.
5. Where do you find your story ideas?
The Church is involved in a lot of projects which help those in need. The wards and stakes hold wholesome family activities. The missionaries get involved in service projects. Church leaders visit Samoa to carry out responsibilities. New Church leaders are called. Church members represent Samoa in sports, politics and so forth. Samoans overseas do well in sports, business, education, employment, military service and so forth. There are also articles in Church websites which can be localized. All these and more are worthy topics for press releases.
6. What does every great story need?
To produce a good article, one needs to have as much information as possible to choose from. Insufficient information results in a poor article. This is why it is important one attends an event. You will see who is there, what is done, and hear what is said and by whom. And you will feel the Spirit and catch the mood of the occasion. You can take notes, take photos and interview people. A good article should have not only factual information, but quotations of what people say. This will convey people’s inner feelings, giving an article a personal flavour and making it more meaningful. Make sure what you submit is accurate. You do not want negative refutation of anything you submit to come back and haunt you.
7. How do you develop and pitch your stories?
One should always be conscious of one’s main objective. You are trying to convince people of the truth about the Church against so much negative and false information. You are trying to bring the good the Church is doing out to the public eye and help bring the Church out of obscurity. With that in mind, you consider your audience and write accordingly. The words and expressions you use should be chosen carefully. Avoid offending any in your target audience, and do not be boastful and overly praising of the Church’s work, accomplishments and assistance to others. Stay professional.
8. What do you do if a media story is published or broadcast that contains inaccurate information about the Church or its members?
If a media story is published or broadcast that contains inaccurate information about the Church or its members, I would take this to the public affairs council first for discussion and proposed action to take. Priesthood leaders should then be consulted, up to the Area Seventy, if necessary. The final consultation, again, if necessary, would be with the area public affairs director and the Area Presidency before correctional action is finalized and taken. The action could be in writing for a newspaper publication or an interview on TV or radio, or both.
9. What advice would you give to others serving in public affairs councils to help them to be effective in sharing accurate information and positive stories about the Church, its members and its missionaries?
Council members should know their responsibilities and the importance of their work and role. They should be committed and dedicated. They should work as a team to obtain and share accurate information and positive stories for media publication by the media relations member of the council.
10. What role does faith play in your service?
Faith is a necessary part of one’s work. It is the foundation from which to seek knowledge, understanding and inspiration. It makes one realize he needs help and that he needs to seek that help not only from others, but through prayer. One must be spiritually guided in thoughts and vocabulary usage.
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