A Simple Strategy for Church Communication

Most churches don’t think strategically about their communications efforts. Many times, communications practices are passed on from staffer to staffer without any regard to what is effective. And often, the responsible staff member or volunteer has other duties that take precedent in ministry.

Regardless of your staffing structure or size, church communications can be done effectively and strategically if you consider the perspective of your audience. Church communication isn’t for the benefit of the church; it’s for the benefit of members and guests. So when considering what to say, when to say it, and which channel to use, keep in mind these three essential elements:

  1. Engage the audience. Your church communications should be engaging. Putting out a tweet or Facebook post just so you can check that item off your to-do list is rarely going to engage your church members and potential guests. Content should be sharable, memorable, and relevant. The difference between engaging content and content that is not typically involves thinking through the messaging. 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.
  2. Inform the audience. Once you’ve engaged your audience, keep them informed. Consistency with your communications is important. Try to plan out your church’s communications week by week and stick to the plan as best as possible. Once you have your weekly schedule set, then you can move to monthly, quarterly, and annual planning. By planning out what you want to communicate to members and guests on a consistent basis, you can more effectively integrate major church events into your communications plan.
  3. Inspire the audience. Informing and engaging your audience isn’t enough. They should be inspired to share. Graphics aid in this area more than words. People are more likely to share inspiring graphics than inspiring paragraphs. Both have value, but one appeals visually. The graphics you choose can be the difference in someone sharing your content and not sharing it.

Over the next few week’s, I’ll be digging deeper into these three elements. So if you have any questions about the specifics, share them in the comments section below, and I’ll be sure to touch on those items in future posts.

Does your church plan its communications strategically? Do you engage, inform, and inspire your church members and guests with your content?

Want to learn how to be strategic with your church communication? Contact an Auxano Navigator to start a conversation.

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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
I like it Mac and do agree with your opinions on the matter. Thanks much
— winston
In this era, we have the opportunity of professional church staff today who utilize their gifting to shape the image and atmosphere of the church organization. But the 100% real impact on the church visitors is genuine evidence of changed lives by the gospel and the active growing discipleship (just as it was in the first century church). One demonstration is financially rich believers ministering equally together with poor believers (how odd, and incredibly miraculous; all humble and bow at the foot of the cross.). It is the awesome contrast of church members vocations, race, gender, age, maturity, gifting, humility that demonstrates to visitors "there is a Spirit in the place". That first-time guest list of 10 are "physical excuses", not spiritual excuses. Those don't tell the story. The condition of facilities and publicly greeting people have zero to do with it. The power of God in and through believers lives dedicated to impact other people with their relationship bridge-building of acceptance of the lost around them. Empowered believers are infectious, loving, helpful, giving, self-less, dynamic, compelling, bold, Christ-filled. As I have been in many church settings domestically and internationally, the facilities can be poor, and yet the fellowship can still be rich. We need to operate with first church humility. People come to Christ on His terms, not on our human abilities of hospitality. A huge catastrophe in a community, disaster relief brings lots of people into churches – many come to the church in those terrible conditions no matter the physical condition of the local church. Off the condition of facility, and onto the condition of God's people (living stones).... and everything else will grow.... and the other physical issues will be corrected by the staff.
— Russ Wright
"While I understand the intent behind this phrase" Expound please. What do you understand to be the intent behind that phrase?
— Ken

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