Media Prayer Day, a biennial event organised by the Christian Broadcasting Association, calls for prayer for Christians and people of influence working in mass media.
"We're asking [for] prayer right across the media spectrum," Phil Guyan from the Christian Broadcasting Association said.
"The media is made up of a vast array of people...[and since it] is such a powerful force in our society, our prayer focus is on those people."
Media Prayer Day is supported by church leaders across all denominations, and focuses on praying for prominent Christians within the industry, as well those 'behind the scenes'.
Churches are also encouraged to pray for non-Christians in influential positions, such as presenters, directors, journalists and actors.
Producer and journalist for Television New Zealand, Tim Wilson, said prayer was needed to address the mutual distrust between churches and the media.
"I find that prayer connects me with God, but also connects me with my colleagues," Wilson said. "I see them in a different way if I'm more prayerful through the day."
"So I think that if people pray for the media they might start to see us in a different way as well."