What, exactly, is the difference between denominational journalism and public relations? A task force of the Presbyterian Church (U.S.A.) is debating that issue as it considers the future of the news service.
The task force appointed by the General Assembly Council met for the first time May 11 via telephone conference call to study the role and future of PNS. Task force members shared their opinions and concerns on this matter and contemplated ways to distinguish their duty to the Presbyterian church. Does PNS remain an independent news media source, reporting on all of the ins and outs of the politics and events of the church, or does it serve as the “good face” of the denomination?
John Bolt, commissioned lay pastor and stated clerk of the West Virginia Presbytery, was one of six task force members participating in this call. He argued that PNS has an obligation to the church and its readers much deeper than that of just acting as the Presbyterian’s public relations arm.
“If we’re really going to polish the Presbyterian brand … we need to be more than just public relations,” said Bolt. “We need some sort of credible, objective voice.”
Bolt stated his opinions to his Presbyterian peers, explaining what he believed the role of the PNS is and what it should strive to be.
“To me, the idea is to report to the church about the church in headline fashion,” said Bolt. “We have to do it with integrity and in a trustworthy way, and the news service so far has been able to maintain that trustworthiness.”
Rick Ufford-Chase, moderator of the 217th General Assembly and another participant in this debate, stated that there is a “crying need” for the Presbyterian church to find a balance in this outlet, and that PNS is responsible for meeting it.
Finding a clear and concise compromise between promoting and presenting the happenings of the church, however, proves to be a tricky task. Karen Schmidt, PC(USA) deputy executive director for communications and funds development, said she is “caught between a rock and a hard place” when it comes to reporting completely independently from the church. Schmidt, who provided staff support for the conference call, stated she wishes to provide a positive yet objective representation, and claims the unbiased medium is a difficult goal to accomplish.
“I’m not sure you can wear both hats,” said Schmidt. She continued to present the case that the PNS is a mission of the church, and that the PNS can “by no means be free and independent” of the church.
Other members of the task force who contributed to the discussion were Robert Maggs, president and CEO of the PC(USA) Board of Pensions, and Judy Fletcher, the Synod of the Sun’s executive; Carolyn McLarnan, a GAC member of Hattiesburg, Miss., and LaVert Jones, a GAC member of Roswell, Ga., served as task force co-chairs.
The task force will reconvene in July for further deliberation.
