Playing with Pet Rattlesnakes... Dealing with the Media in Ministry

            Over the past few years, we have had to deal with the media from time to time in our church. By and large, it’s been a positive experience but there have also been a few times when we’ve been misrepresented or haven’t been portrayed in the best light. Gaining media attention can bring increased (& free) promotion for your church, but it must also be handled with the right perspective or it can damage you and your ministry.

In Mark 6, Jesus has an interaction with what would be the equivalent of “the media” in his day. He’s speaking and his audience is filled with people who were anxious to hear what he had to say and then leave and give their opinion about it! (I don’t know about you, but that sounds like the media to me!)

We can learn some things from how Jesus interacted with the media.

Mark 6 (In The Message Paraphrase)

v. 1-2 “On the Sabbath, he gave a lecture in the meeting place. He made a real hit, impressing everyone. "We had no idea he was this good!" they said. "How did he get so wise all of a sudden, get such ability?"

1.  The Media will think you are an Overnight Success.

The people in Jesus’ hometown didn’t realize that Jesus had been preparing for this for 30 years, they heard him speak one time and thought he was an overnight success. When you gain media attention, don’t be surprised if they don’t know or care much about your back story. The media lives in a moment by moment world and representing your years of blood, sweat and tears isn’t their biggest priority.

v. 3 “But in the next breath they were cutting him down…”

2.  Never believe your own press.

Always remember the media has a job to do: Tell a story that will increase viewers. They’re interested in telling the story they want to tell. That’s why they are capable of loving you and hating you all in the same article. If it means they gain more viewers than that’s what they’ll write. Believing your own press is a dangerous thing, because if you’ll swallow the good things they write, you’ll be tempted to swallow the bad things they write as well. Don’t let either sink in to your spirit.

v. 3 "He's just a carpenter—Mary's boy. We've known him since he was a kid. We know his brothers, James, Justus, Jude, and Simon, and his sisters. Who does he think he is?"

3.  The Media can reduce you and discredit you pretty fast.

The listeners in Jesus’ day went from “How did he get so wise…” to “He’s just a carpenter…” in just a few seconds. Don’t be surprised if the media reduces you to a “He’s just a…” statement. Over the years I’ve been labeled a lot of things: Too young, too hip, a sell out, and a flash in the pan to name a few. Don’t worry about it. Let them say what they want, it’s just words. The way to prove them wrong is NOT to fight back and defend yourself, it’s to keep doing what you do every single week. Consistency wins out every time, if we’ll give it enough time.

v. 4 “They tripped over what little they knew about him and fell, sprawling.”

4.  The media only sees and believes a small piece.

In the media world, deadlines trump fact almost exclusively. Unfortunately, when a reporter is on a deadline, they must take what little facts they have about you and then project the rest. Often too much detail only clouds their mind for the story they need to write for the 6 O’Clock news. Remember, for you this is your life, for them this is today’s deadline, and tomorrow they’ll be off reporting on something else.

v. 4 “…they never got any further.”

5.  The media want what they want, sometimes, more than they want fact.

In most TV interviews I’ve ever done, I can tell the reporter is listening for a couple of select sound bites from me that will fit into the story they’re already trying to write in their head. Only every once in a great while do we get a reporter who will show up at our event with one story in their mind, see the reality of what is actually going on and then change the story they were going to write. Most media people have a pre-conceived idea of the story they want to tell long before they arrive on the scene.

v. 4-5 “Jesus told them, "A prophet has little honor in his hometown, among his relatives, on the streets he played in as a child." Jesus wasn't able to do much of anything there—he laid hands on a few sick people and healed them, that's all.”

6.  The Media is a lot like a Pet Rattlesnake.

I remember when a nationally known and very prominent leader had seen a piece that CNN did on our church several years ago and made this comment to comparing the media to a pet rattlesnake. I have never forgotten that comparison. His warning was to, “never get too comfortable around them, because the minute you do, they just might turn on you and bite you.”

All in all, capturing the attention of the media can be a positive thing for your church or ministry. But knowing how to handle the attention and keeping it in the right perspective is key. Never forget, we do what we do out of faithfulness for an unseen Creator, not for media attention.