Synod renounces spin to follow strategic path

The Church of England is to launch a new communications strategy in a bid to manage its public image. The new policy is in the process of being approved by the Church’s governing body, the General Synod, and is being steered by the Rev Dr Bill Beaver, its director of communications.

The Church of England is to launch a new communications strategy in

a bid to manage its public image. The new policy is in the process of

being approved by the Church’s governing body, the General Synod, and is

being steered by the Rev Dr Bill Beaver, its director of

communications.



Beaver’s plans will provide communications support at local, national

and international levels and include appointing members of the clergy as

official spokespeople on controversial religious issues.



The initiative comes at a time when the Church’s image has been further

brought into question by newspaper reports of a leaked memorandum

presented by Pete Broadbent, Archdeacon of Northolt, at the Synod’s

policy committee last December, which urged the Church to adopt a spin

doctor to ensure a better image.



Archdeacon Broadbent told PR Week: ’We get incredibly negative coverage

in the press because we’re boring, so journalists looking for good

stories go around the margins and find scandal. We need a spindoctor to

cultivate journalists and point them towards the exciting things that

are happening in the Church.’



Beaver said: ’The Church is not looking for a spin doctor because we’re

into consistent, coherent, constructive communications, not

spinning.



We have a new communications strategy through which we will manage our

debate intelligently; it addresses the concerns Archdeacon Broadbent is

raising.’



Bernard Ingham, p3.



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