A Simple Strategy for Church Communication: Engage

In a previous post, I outlined three essentials of a church communications plan and promised to develop the three points further. Today, we begin with the keys to engaging your audience. Remember, your audience includes both church members and potential guests alike. So it’s imperative that you craft messages for both and to each segment.

Engagement is most successful when you start with the goals of your communication in mind and work backwards: consider the desired result, decide the best platform to reach your goal, and word your message accordingly. This can be seen more fully in these six strategic steps:

  1. Keep the audience in mind. One main reason for communications failure is not considering the audience for the message. When you don’t think from the audience’s perspective, you tend to miss details or context clues that are needed in communications. A good example of this is using acronyms. Members may know what you mean, but church acronyms are often lost on guests. Simplify your messaging to reach the widest audience possible as clearly as possible.
  2. Decide on the best channel for communications. Not thinking about the audience often leads to using the wrong channel of communication. Not every message has the same audience, and not every message requires the same channel. Some announcements are better made in print, others are better online, and still others need to be communicated verbally.
  3. Find the best timing. A major church event needs weeks of lead-time when you’re communicating to your members and guests. A Wednesday night supper menu doesn’t. But for weekly events, don’t wait until the last minute or the day before to promote them. Promote them early and often. Finally, when using social media, consider posting at times when you know people will be online and able to respond or share your posts.
  4. Think about the wording. Every word matters. How you label something or the words you use to communicate will have an effect on how people respond or digest the information. A pastor I know once referred to “tithes and offerings” as “church revenue” in a blog post. He received several angry emails and letters as a result. It was an honest mistake, but it goes to show how using the wrong wording can cause the message to be missed.
  5. Use appropriate imagery. Images should compliment the message, not distract from it. There are several free or low cost image sites online for churches to use. If you use imagery wisely, you’ll better communicate with your audience. Please, no clip art. Please.
  6. Proof relentlessly. Some mistakes will slip through. It happens. But you should do everything possible to proof everything that is sent out from your church. Find someone other than the creator to look over something before it’s sent. Familiarity with a document or message will cause you to miss errors. A fresh set of eyes is always best to catch spelling, grammatical, or typographical errors.

Once you’ve moved through this progression, you should have a more fully developed and engaging message to communicate.

How do you engage your audience with your church’s communications? Is there something that is particularly effective for you in your context?


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ABOUT THE AUTHOR

Jonathan Howe

Jonathan Howe serves as Director of Strategic Initiatives at LifeWay Christian Resources, the host and producer of Rainer on Leadership and SBC This Week. Jonathan writes weekly at ThomRainer.com on topics ranging from social media to websites and church communications. Connect with Jonathan on Twitter at @Jonathan_Howe.

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Recent Comments
Yea! You fixed it!
 
— Mr. Troy Reynolds
 
I just discovered this today and am looking forward to exploring the content on here. It looks like it could be very helpful. Just an FYI - in your paragraph on not putting out B+ material you have a typo. A little ironic. :-) The third sentence begins with "You time" not "Your time."
 
— Troy Reynolds
 
I'm lost, to say the least! As a new pastor, taking over a newly started church I have read just about everything there is to learn what I can do to grow the church. I truly beleive that those attending our church are friendly and sincere. So that can't be the issue. I have read all the comments to this article and I feel that most churches will never have a fair chance! We are a VERY small church, so we don't have a children's church (yet). So if a family comes and gets upset that we don't have a children's church for them to put their children into, we lose! We do provide things for their kids to do during the service and even have an option for their kids to be in a different room, if they don't want their kids to sit with them. We are also such a small church that we don't have a worship team/band/etc. Our worship music comes from music videos. The congregation we do have likes it this way, but of course we would love to have a worhsip team. So, if someone comes to our church and is upset that we don't have live music, we lose! The point I am trying to make is that when people come in with preconceived ideas of what a church should be like, they will never find a church home, unless they find a church who's goal is to entertain! Every Sunday our message comes from the Bible, so that can't be a complaint for someone, so instead, people leave the church and never come back because they want more from a church: they don't want friendly people who are following the Word of God; they want a church that give them something (a babysitter for their kid, entertainment, free gifts, etc.) I'm sorry if sound cynical, I truly want everyone to hear the Good News and learn about Christ's love, but if they come in looking for something else, then the church will always lose!
 
— JAG
 

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