I commend Jason Sprenger’s recent blog post about the “Umbrella Model of Public Relations” (Redefining and Rethinking PR: Introducing the Umbrella Model of Public Relations). His insights should be instructive for many religion communicators.

Sprenger came to an epiphany about public relations and how it contributes to an organization while preparing to earn Accreditation in Public Relations. Like many religion communicators, Sprenger hadn’t taken any public relations courses in college. He learned about public relations on the job. His first assignments involved writing and media relations. Consequently, he initially though of public relations tactically: writing releases, pitching stories to journalists, getting publicity for clients.

As he studied to earn APR, Sprenger began to see that public relations involved more than writing and media relations. He discovered that public relations was grounded in theory, involved strategic thinking, followed a four-step process, and focused on relationship management, not just tactical communication. He began to understand public relations as a broad management function that includes all ways that organizations interact with key publics. That thinking led to his umbrella model. It tries to illustrate all the ways public relations can contribute to an organization’s success.

Religion communicators should consider what Sprenger has learned about public relations. They appear to have lots in common with him. My surveys of religion communicators over the past decade have shown that:

(1) Most think of themselves as communication technicians, not managers. Most spend most of their time writing, editing and preparing communication products. Not too many say they are involved in strategic planning for their faith groups.

(2) Many (usually 15 to 25 percent) have not had any formal training in communication or public relations. Like Sprenger, they have learned about public relations on the job. They may not have the perspective to think of their role as more than a technician.

(3) They historically have avoided calling what they do “public relations.” Consequently, they often don’t think in “public relations” terms even when they are doing “public relations” jobs.

Earning APR might help change the way religion communicators think about public relations. The experience changed the way Sprenger saw his work. Only about 20 of the Religion Communicators Council’s more than 300 members have the credential. RCC members are eligible to earn APR through the Universal Accreditation Board. Information is available on the RCC website.