Anglican mission society CMS has established a new public affairs and media unit to strengthen the image of the church and spirituality in the UK.
Jenny Taylor, a former consultant to CMS, has been appointed head of media, and John Martin, research adviser at CMS, has been promoted to head of public affairs.
CMS said the new unit will aim to "tell a truer story" of the mission of God than is currently found in the public perception of the church or in the media.
"We see it as our responsibility to put the record straight about the facts of spirituality," said Taylor. "The media tends to distort the message or deny it.
"We don't intend for national newspapers to carry Bible stories, but I shall be taking journalists overseas to see some of the really exciting work that is being done by the charity," she said.
Taylor is ensuring that media awareness begins to pervade the entire organisation. Last week, six senior managers attended a TV training course.
Media awareness will be introduced as part of the induction of many key staff.
CMS is the largest Anglican mission society working in more than 40 countries.