Communications Plans
In the ever-changing landscape of the modern world, effective communication has become more crucial than ever. For churches, this means having a robust and strategic communications plan is not just beneficial but essential. Just as a builder wouldn't begin construction without a blueprint or a politician wouldn't deliver a speech without notes, having a detailed plan in place is key to achieving your church's mission and vision.
If you find yourself in a church with existing communication channels, taking the time to create a structured plan will help you refocus your efforts and align them with the overarching goals of the organization. Below are key elements that should be part of your comprehensive church communications plan:
Identifying Your Audience
The first step in any communications plan is to understand who your audience is. Consult with the church leadership to determine the target demographic for your communications. Your audience isn’t limited to your current congregation; it should include potential segments you aim to reach for future growth. This could encompass young adults, families with young children, and even local media outlets, to name a few.
Setting Clear Goals
Once your audience is identified, begin outlining what you aim to achieve through your communications plan. Although the broader goal is usually to expand the church's reach, it's important to break this down into more manageable objectives. Ask questions like:
Do we aim to foster relationships with local news outlets?
Are we trying to appeal to younger demographics in the community?
The more specific and measurable your goals are, the easier they will be to track and achieve. For instance, St. James Episcopal Church in Piqua, Ohio has set three main goals:
Generate positive awareness of St. James and its various programs.
Attract new individuals and families to the congregation.
Increase active membership participation at St. James.
Crafting Your Message
Consistency is key in communication. A well-articulated mission statement can serve as a cornerstone for all your communications materials. Always keep this mission statement visible to ensure that every channel and message aligns with it. For example, St. John’s Episcopal Church in Boulder, Colorado, abides by the mission: “Led by the Holy Spirit, St. John's mission is to inspire people to grow into the heart and mind of Christ by engaging together in worshiping, serving, and spiritual formation.”
Designating a Messenger
Appoint a specific individual as the go-to person for all public and media communications. This streamlines the process and provides a consistent voice for the church. This individual's details should be prominently featured across all communication channels, including a dedicated webpage complete with a short bio and contact methods. This ensures that potential visitors or media can directly reach someone capable of addressing their inquiries or needs.
Choosing the Right Channels
Your website should be the cornerstone of your communications plan, as it is often the first point of contact for anyone interested in your church. Ensure that it is always updated and user-friendly. Following your website, prioritize the church calendar to keep your community informed of upcoming events and activities.
Next, consider other channels that align with your goals and audience, such as:
Newsletters and Email Campaigns
Social Media Platforms (Facebook, Instagram, Twitter)
Media Releases
Printed Materials like Pamphlets and Bulletins
By taking the time to carefully strategize and implement a comprehensive communications plan, you're not only ensuring the smooth operation of internal communications but also extending the reach and impact of your church's mission in the community and beyond.