PR

When a crisis strikes, the worst time to figure out your public response is in the moment. Over the years, I’ve seen organizations—especially in the pro-life and faith-based space—either rise or fall depending on how prepared they were to handle the unexpected. I recently shared insights on this topic during a conversation on *From The Median* with Molly Smith. Here’s a summary of what we discussed, with real-life lessons pulled from my work with legal clients, nonprofit ministries, and public figures.

When a crisis strikes, the worst time to figure out your public response is in the moment. Over the years, I’ve seen organizations—especially in the pro-life and faith-based space—either rise or fall depending on how prepared they were to handle the unexpected. I recently shared insights on this topic during a conversation on *From The Median* with Molly Smith. Here’s a summary of what we discussed, with real-life lessons pulled from my work with legal clients, nonprofit ministries, and public figures.

Last week, while driving through the northwest side of Chicago, I passed by Mount Olive Cemetery and saw something that stopped me in my tracks—a large sign at the entrance promoting upcoming community events, including Father’s Day, Christmas, and Easter 2025. Not just a quiet place for reflection and remembrance, this cemetery was actively reaching out to the community, inviting them to participate in meaningful moments throughout the year.

I still can remember the first time a Christian non-profit I was working with landed big media coverage in USA Today. Their leadership was excited, but I knew the opportunity was far bigger than just the article itself. It was important for them to realize that “This coverage is great, but it’s only the beginning—what we do with it next will amplify its value.” That being said, if your Christian organization is earning valuable media attention, here are five ways to maximize it.