Feb

The Who, What, When, Where, How, and Why’s of Church Communications

I’m really thankful for my newspaper journalistic experience. And I’ve brought most of it into my job as a church communications director.

One of the first things you learn in journalism school (or class) is ensuring you answer (usually in the first paragraph) the “who, what, when, where, why and how” questions.

Churches would benefit greatly from answering these question in their communications — both inside and DEFINITELY outside the church.

But in my own experience, I know we naturally “assume” that everyone automatically knows “where” the annual men’s banquet will be held (yes, fellowship hall, I know) … and sometimes even “when.”

Failing to answer these vital questions neglects both new members to your church and guests.

It gives the impression — unconsciously or not — that your church is a country club. You know … because members just KNOW where everything is. Shhhhiishhhh … get with the program, Newbie!

Let me restate this more directly: Just because you know where ever closet or nook is in your church, and have the church calendar memorized, including all the ministry audibles of room changes and shifts … it doesn’t mean they do!

If you really, REALLY want to be guest-friendly in your church … you should diligently check your communications — the bulletin, your website, etc. — for the answers to these questions from a newcomer’s perspective.

Otherwise, you should issue a nifty church decoder ring to help people figure out what’s going on in your church …

Here are thoughts and suggestions on making the most of your ministry communications:

Drop abbreviations or synonyms – Just because you know that E Hall Room 303A means “around the corner from the library, hidden in the basement, behind two more doors, then knock three times,” doesn’t mean your guests know what that means or more importantly, where it is.

Include building floorplans – Obviously, this is especially relevant for bigger churches … but also, for those who’ve had 13 additions to the sanctuary that lead around the property like a maze.

Contact information should be obvious – This means the name of the person who is organizing the event and has the most details about it, but also … their phone number and possibly email address.

Cost and deadline information are important too – If your event costs, you MUST include that. And one thing I’ve learned in ministry is that you have to give people deadlines. It helps us procrastinators to get on the ball!

Don’t forget to include WHERE your event is – Yeah, I’ve already said this, but it’s worth repeating. I can’t tell you how many times that servant-hearted people have sent me their event information and forgot to include where it will be.

Always ask WHY? – Like “Why should a youth come to your [Insert Cool Theme Weekend Name Here]?” Why does your event happen? Why should a guy in the pew want to step forward and register for your Tuesday prayer breakfast? Why should I join a Sunday School or small group? Why should I register my attendance in church? Why? Why? Why?

Coolness should take a backseat to communicating effectively — Just because you have a radically cool name for your event … doesn’t mean it communicates well. You gotta explain things! Tell them what it’s about. Don’t shrowd it in some mysterious name and logo … is that why they should attend or join, because it’s cool?

Think like a guest when writing your event information – One of the best things about going to a new church as a communications director is telling event organizers and ministers, “Hey, I’m new … just like a guest or new member … you gotta tell me more about this.” I like being dumb in that respect too. I like having to ask questions of ministers and organizers so they start thinking like a guest, who didn’t grow up, wasn’t baptized, married and now teaches Sunday School in the church and isn’t all-knowing in all things “First Church of Bowlegs” (actual Oklahoma town, by the way).

Be accurate and thus trustworthy – This is vital and should be obvious. I strive very hard to be accurate with all my church communications. If someone even hints to me that their event date may change … I stress that I don’t want to run it until it’s 100% final. When things get wrong in print, people start to doubt the trustworthiness of what you do. Although I still err and get things wrong, it’s important to ensure — to the best of your ability — accuracy of all facts, including those tiny, microscopic and irritating details.

OK, that’s enough ranting …