What makes church communications different?
For churches big, small and every size in between, communications can’t be avoided! Even on a purely functional level, information is getting exchanged every day, about upcoming rosters, pastoral needs, ministry events and so much more.
But the way churches communicate is different to how other groups, organisations and even ministries communicate.
So what makes church communications different, and why does it matter?
Your internal audience
Church members aren’t a disconnected audience who need to be ‘sold’ on the idea of church. They are stakeholders in the mission of the gospel! This means communicating with them needs to come from this foundation.
Stakeholders…
Are already invested and knowledgeable
Require more authentic insights and more personalised approaches
Should be nurtured to ‘buy-in’ at a higher level
Use your communications internally (to your people) to reinforce their position as stakeholders. Set a vision and invite them to take part. This is vital whether you are asking them to get involved in organised ministry, in change throughout your church, or even in informal ministry to one another.
You ideally should have to spend less time convincing them why what you do is important and more time sharing how they are part of it.
Internal vs external
As well as your people who are engaged and involved on that stakeholder level - you also have an external audience. People in your community and newcomers to church!
This means you uniquely have distinct internal and external ways of communicating. This should be most clearly defined in your delivery and placement of information. Having clear ‘in and out’ rules help to guide your communications.
Typically the following would be a good setup of internal and external communications:
Public Facebook Page
Accessible for ALL people
Content designed for sharing by members and to be seen by interested outsiders
Content is focused on inviting people to attend church, evangelism events and public ministry and on reporting back to bring the offline online
Church website
Accessible for ALL people (Some pages may be internal only OR internal information is likely stored in your management system)
Houses all needed information to attend church or join public ministry and events
Email newsletter
For YOUR people
Used for a pastoral reminder and functional updates
Supports information or messages shared on Sunday
The most direct way to reach your members other than the service!
Closed Facebook Group
For YOUR people
For member updates or event reminders
Members can also share with each other
In-service announcements
For YOUR people + NEW people!
Congregation specific
Less is more when it comes to this form of communicating
Be contextual and clear so everyone understands
Your spread of communications might look a bit different, but I hope this illustrates how your communications are both uniquely internal and external!
Goals and needs
Churches aren’t businesses. You probably feel pretty clear on that, however, it’s an important reminder when considering communications.
Unlike a business that might have communications and marketing goals like improving brand awareness or increasing website traffic, churches have a totally different goal: the promotion and teaching of the gospel.
This means public social media is focused on making church active and familiar. Email newsletters are about connecting with and mobilising members. Your website is about making church accessible to attend.
The outcomes of good communications will be things like engaged members and newcomers finding it easy to come to church - not how many followers you have on Instagram.
The ultimate GOOD foundation
Lastly, you have the best foundation of all - the good news of Jesus. With that at the centre of everything you do and say, your communications will excel.
If you’re looking for support with your communications, check out our Crossbeam Academy training for churches or send an enquiry.