Effective Church Communications

Effective Church Communications provides Timeless Strategy and Biblical Inspiration to help churches create communications that fully fulfill the Great Commission

Effective Church Communications provides Timeless Strategy and a Biblical Perspective to help churches create communications that fully fulfill the Great Commission. Our tools constantly change; our task doesn’t; we can help.

Cautions on writing, creating, sharing personally revealing stories AKA testimonies, the possible negative results, and what to do instead

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We all want to share stories, yet we must always be respectful of the person whose story we want to tell and above all, we need to keep primary God's story and God's Word.

Storytelling is very popular currently. Just today I got yet another promotion of a “Learn How to Tell Stories” webinar.

Though storytelling is perennially popular, our Bible is made up of stories, after all, we must also be aware of some cautions when we tell stories—and that’s what this podcast and blog is all about…. The podcast is below and the blog on the same topic follows.

With the current trend of excessive sharing influenced by current media and the public revelations of indiscretions of previous Christian leaders, it seems there is nothing that is off-limits in public discourse.

There truly is no longer shame in what is shared.

The secular news media is one area; the church is another and it's important to set limits for what we share in the church in our written and digital communications and spoken public and digital sharing. This includes written and spoken testimonies and regardless of our reasons for wanting to share them, please consider the following cautions as we do them.

Please consider the following suggestions as both the ignorance of possible consequences of oversharing and the abuse of it can have lasting, though often not intended consequences for the people in our church.

We can never separate the content from the person

Allow me to first share my background on this issue as it comes from years of writing about people in difficult situations when I wrote about people for a number of Christian ministries in Colorado Springs and also was a religion reporter for the Colorado Springs Sun.

When I was a senior editor and writer with Compassion International and progressed to teaching writing and publication creation to other ministries, one thing I was adamant about was that we never, ever show people who were recipients of our ministry from a victim position either in what we wrote about them or how we photographed them.

No pictures of children with flies on their faces, no women beaten and bruised, and no men slumped in a pile of rags. Regardless of their previous need, I felt we should always treat people with honor. [Read more...]

Game changer! The loss of comprehension of cursive—what it means to church communicators and what to do about it—Canva video included

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Contrast between cursive and block lettering
Many people today have trouble reading the cursive scripts in either print or handwriting. We need to be aware of this and design accordingly in our church communications if we want to reach the most people possible.

This is incredibly important for you to understand before you do ANY more outreach advertising, encouragements, or communications creation of any kind, if you want the the maximum number of people in your church and community to be able to read them.

The reason for my urgent message is the realization that many people today cannot read cursive writing and that includes ALL the wonderful script fonts we like to use so much in our designs for church communications. That includes the group of templates I had ready to send out to you that I need to update. (Sigh.)

This is not a happy post for me to write. I don't like change any more than the average person and to have to change something as basic and natural to me as writing cursive and using wonderful script fonts in communication design just seems like a bit much to deal with.

When I am feeling grumpy like this I remind myself that the communication I do isn't about me, but about a world that needs Jesus and NOTHING should be too much to do, little or big if it can help us reach them. So I slap myself, ask for forgiveness and write a blog about it......

First I'll give you a little background on how I became aware of the loss of the ability to read cursive and then some very practical steps on what to do about it, plus a short Canva Tutorial on some creative ways to deal with this situation on a Fall Outreach Postcard.

It is later in the post, keep reading first for more background on this situation.

[Read more...]

Be clear and be honest when you write headlines for your church communications

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Make your headlines clear
People skim headlines to decide if they will read more--make yours clear and honest so they will.

From our archives and still extremely important:

The headline is the most important part of any communication, either in print or digital format, because if it does not catch the attention of readers, if they don't see how the headline will benefit or be of use to them, they won't read anything else. Because of this, it is vitally important that you take time to write clear and honest headlines.

I read some time ago was a very sad illustration of why clarity and honesty is important in two headlines about the same event. I often skim a number of online news sources and while doing that this morning read this headline:

Bihar govt suspects conspiracy behind mid-day meal tragedy
from DNA, an Indian newspaper

It didn't make much sense to me, I had no context for it, and I had little interest to read the article.

Then I skimmed through another list of headlines and read this:

Contaminated school meal kills 25 Indian children
from Reuters

I was gripped by the tragedy and read the article. I realized that in the church we deal with issues of eternal destiny, life, and death in all of the programs and events we provide--but it's easy to forget that and to become vague and lazy with our words. Below are some tips on what we can learn from this sad tragedy of children dying to help us be more effective as we write headlines for our church communications.

Clarity and honesty made all the difference

In the first example, the key problem is the phrase "mid-day meal tragedy."

What does that mean? "Tragedy" is a vague word today, because it has been over-used. Tragedy, in the context of a meal, can mean anything from a tummy ache to someone choking on food items, to poison, to a food-born bacterial sickness. Combined with the word "conspiracy" another over-used word that has become trivialized from over and mis-use, the reader has little reason to read the article.

The second headline in contrast is extremely clear because it defines the "tragedy."

"Meal kills 25 children" that is a tragedy--and I wanted to know how that happened.

Don't assume people know the background or context of what you write about

One might argue that the second headline assumed people already knew what happened, but that assumption itself is always a mistake in any writing. You can NEVER assume people have read what was previously written or that they will read articles in the order you write them. Because of the way search engines present material in the digital world, readers can jump to any article written, at any time, about any topic, and unless you are clear what you are referring to, they may have no context for what they are reading.

Printed material presents the same challenge. People may not have gotten the bulletin, newsletter, flyer or postcard you created that gave the necessary background to understand your current topic. Or they didn't read all of it to get to the part where you set up what is coming next. Or they put it into the "to be read later" pile and it got buried.

In all instances either print or online, you need a brief intro and bottom links or references to what went before. However, even if you give these, you cannot allow your headline to assume prior reading about the events.

Practical application for when your write church communication headlines

NEVER use vague, rah-rah statements such as:

Save this date!

Most fun you'll have this summer--don't miss out!

Be clear and always clarify what the event is about and who it is for.

On August 2nd the Men's Ministry will take part in our FREE Parking Lot Auto Repair Day

Youth trip to Magic Mountain--admission free if you bring two friends

Be honest about either what happened or why something is important

Don't substitute rah,rah, general invitations for people to come to events in your announcements about activities. Don't leave out or downplay either benefits or consequences of your activities like the following examples:

Marriage enrichment seminar will tackle challenging topics

Small groups are starting up--don't miss out!

Instead, honestly tell people what topics you will cover and what they can expect. Of course your events will have more, but don't think you are being comprehensive by being vague. Pick one comprehensive topic you know is true about the event or ministry and the article itself can elaborate, as these examples illustrate:

Why pornography can destroy a marriage and how to conquer it

Does the Bible really apply to everyday life? Join a small group and talk about it.

How to know if your headlines are successful

Writing effective headlines is extremely difficult, but it's easy to know if they worked or not.

Online, how many people read your article, blog or announcement? (all website software can give you a count)

In print, how many people show up to the event? (you do have to repeat advertisements, just one mention won't get many people to anything)

If the answers to either of these questions are less than what you want--keep working on your headlines--you've got activities and ministries that can change the eternal destiny of people--it's worth the effort.

Leaders for effective church communications, essential characteristics and skills needed

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Communication Coordinator
Finding an effective church Communication Coordinator is an important and challenging task, this article will show you what to look for.

Previously we talked about how church and ministry leaders can't be expected to do all the all the communications work and how a team is an answer to this challenge.

Once the decision is made to find someone to head up the church communications team, then these questions come up:

  • Should the church or ministry hire a professional designer specifically to do church communications?
  • Should they use a professional volunteer or make communication creation part of a staff position?
  • Or should it be a full-time position?
  • What should a church look for in skills? Attitudes?
  • Should the person do all the work, or should they train a team?

We'll look at some of the issues and answers in this post.

Keep first things first—Spiritual Maturity is the most important characteristic to look for

In the same way that a church would not hire a senior pastor simply based on the person's charismatic appeal as a public speaker without evaluating the spiritual maturity, shepherding skills, and godly character of the candidate, the spiritual and servant qualities of a church communications coordinator are equally important. The job involves far more than putting pretty images and catchy phrases on the print and digital communications of the church. The job is a strategic, core, ministry position. Church communicators are responsible for expressing the message of your church and the words of eternal life. The following list of characteristics are essential and following this list, they will be discussed in detail. You will notice that none of them say anything about technical or design skills-I am assuming those skills as a given or the person would not be applying for the job. What follows are the spiritual essentials. Someone can always be trained if their skills are not what we would like them to be. It is much more difficult to change a heart. That's why the following skills are essential for someone wanting to lead a team to produce effective church communications:

Essential characteristics for a church communication coordinator

  • A church communication coordinator must have a servant's heart.
  • A church communication coordinator must understand the scope of communications needed.
  • A church communication coordinator must understand what he or she can personally create and what to delegate.
  • A church communication coordinator must be totally committed to fully fulfilling the Great Commission.
  • A church communication coordinator must be willing to continuously learn and to train others.

A ministry communicator must have a servant's heart

Any decision on hiring a person for church communications should always be looked at as part of the overall ministry of the church, with a strong emphasis on the word "ministry." To minister means to serve and I've seen churches get into huge problems when they hire someone who may be a good graphic artist or designer, but who does not have a servant's heart and who does not understand the unique challenges of communications work IN the church, as opposed to secular design work. Communications and design work in a church setting is usually a collaboration, often with people who have no design or writing skills or understanding of the time and effort required to create spectacular graphic or Internet design work. A Sunday School teacher who needs a simple flyer, a men's ministry director who wants a brochure for the men's retreat often won't care about font choice, white space, or cutting-edge graphics-they just want their PR done. To help them do it or get one done quickly because they forgot work deadlines-these sorts of challenges will be constant and if not approached with a servant's heart, the communication coordinator's job will be constant frustration and misery. The function of church communication is to make a message clear and to involve people in events, not wow them with great design impact. The design person will rarely if ever be thanked or acknowledged for their creative genius and they will be often attacked for seemingly petty reasons. The way in which a typo, a left-out announcement, or a change in a publication can be raised to the status of personal insult and heretical rebellion is unimaginable if you haven't personally experienced it. A servant's heart, and a very tough, yet tender one, is needed for this job.

A ministry communicator must understand the scope of communications needed

The Five Steps of Effective Church Communications and Marketing

Often when a church staff considers hiring a church communications coordinator, they primarily think in terms of the overall bulletin, newsletter, website, possibly social media, and a few other assorted communication pieces for special events. In reality, these pieces represent only a small percentage of the total number of communications necessary for an effective communications ministry in any church. Unless both the church and the person doing the work understand all that is truly needed in communications for a church to function and grow, they will have problems.

PLEASE take time to look at the chart and read the article on The 5 Steps of Effective Church Communications. This will give you an idea of the volume and type of materials you need to produce for a truly effective communication ministry in your church that will get people into the church, involve them in the church, and grow them to Christian maturity. Your communication coordinator must understand this system and be committed to it for your church communication program to be an active tool in helping your church fully fulfill the Great Commission. At the start of the hiring or volunteer recruiting process you need to clearly define all the work that needs to be done and then clearly communicate your expectations for getting it done. When you look at The 5 Steps chart, it is easy to be overwhelmed with the amount of work that needs to be done. That is a correct assessment of the situation. There is an overwhelming amount of work-we are communicating to alter the eternal destinies of people. What is important to understand is that all the work can't be done by just one person. That is why the following characteristic is also vitally important:

A church communication coordinator must understand what he or she can personally create and what to delegate

To get all the communications work done that you need to, it's important to divide your church communication production in the following way and to recruit more people to help in the overall communication ministry. In addition, if you understand these two levels it helps to define the job description for your communication coordinator. These two levels are explained in more detail in the article, The Two Production Levels of Effective Church Communication, but a brief summary/review follows:

1. The PR Communication Level

2. The Ministry Communication Level

It is important to understand these two levels in terms of:

1) the communications produced in each one,

2) who does the communications and

3) the guidelines and standards for each one.

For both of the levels described below, keep in mind the publications can be in either print or digital formats.

The PR Communication Level

  1. Communications produced: overall pieces that represent the church, such as the logo, stationary, business cards, primary bulletin, newsletter, major outreach pieces, primary website and social media, and major ministry brochures.
  2. Communications producer: usually a staff person, often the communication coordinator, whose job may or may not have other responsibilities. The larger the church, the more it is recommended that the church hire someone specifically to create and oversee communications. This could also be done by a volunteer who has the time and commitment to work closely with the church staff.
  3. Communications standards: usually somewhat strict, as these pieces reflect the overall vision and reputation of the church.

Ministry Communication Level

  1. Communications produced: everything else in the church outside the communications listed above, from very simple notices, lessons, flyers and announcements to more complex communication projects.
  2. Communications producers: THIS IS IMPORTANT: here a staff person, such as your communications coordinator, or perhaps a key volunteer may oversee, train, encourage and help, but that person cannot do everything needed for a complete communication ministry in the church, nor should they. Ideally, every ministry in the church (children's, youth, men's, women's, etc.) should have at least one person who can help do the communications needed for that ministry. At this level, the church communications coordinator becomes a coach and encourager.
  3. Communications standards: much more flexible. You do not need the same standards of design or perfection for a one-time postcard that is going to remind the guys of the men's breakfast that you do for the four-color, outreach brochure for the church. If you are too hard on volunteers, they'll quit. People do improve in communication creation skills with time, training and encouragement and the ministry communication person needs to decide what is really important in standards and what is picky personal preference. Train to bring up to important standards and let the personal preference issues slide.

The church communication coordinator must be totally committed to fully fulfilling the Great Commission

Fully fulfilling the Great Commission means to make disciples. The articles on discipleship (please take time to read the article at this link) on this site go into detail on why this is so important, but this core characteristic cannot be overlooked. I have seen so much in the over twenty years I have traveled and taught church communications, but one thing that continuously amazes me is how obvious it is when church communications are created with the glory of God, obedience to the Great Commission, and the fulfillment of God's purposes as the primary goals, how God blesses that church.

What is also often amazing to me is that the person responsible for this kind of work varies tremendously in their formal training or skills. Some have training in writing, design, and advertising; some have no formal training at all. Some are young and new at their job; some have worked in the church office from the days of typing blue stencils. The one thing that unites all these men and women, that comes out clearly as we chat is for each of them, no matter what it takes in time, training, discovering skills, tools, or tips, the primary goal of their communications work is they want people to find Jesus and to grow as his disciple. They are truly the Great Ones. Their churches are growing. Though challenging, there is often joy in the church office and the challenges of their jobs. Sadly, I also meet a smaller number who bring me what on the surface appear as beautiful church communications: often glossy printing, impeccable design, clever writing. However, the person presenting these items is often angry or frustrated because:

  • People at the church don't appreciate them.
  • They can't get all the rest of the church communications to match up to their standards.
  • They had no idea that working in a church would be this hard.
  • They are astounded that people are not responding and want to know who to blame, because the problem is certainly not with their design.

I'm never certain what to say because I usually sense the person asking really doesn't want an answer but an ally to agree with their anger. But I can't. When I suggest perhaps a spiritual solution-time spent in humble prayer to discern the Lord's will and answer and a reminder that God can't bless our work when we are fighting with those with whom we work and serve-sometimes it makes sense. Sometimes tears appear and the person says, "I never realized this was a ministry."  There is hope for that communication ministry.

Sometimes, my suggestions are dismissed with barely concealed contempt and my advice relegated to the, "What does she know about it?" category. In this situation there is also an often unspoken, "what does prayer have to do with people not appreciating me?" Things probably won't get better at that church and often the person finds work in a secular setting where their skills can be used without the spiritual baggage.

Please don't dismiss the necessity for spiritual maturity in a communication coordinator as unrealistic. God does not need anyone, no matter how talented to get out his message, but he can use anyone if their heart is right. The Bible is filled with stories of ordinary people who God used to do extraordinary tasks. People can be trained for any skill if willing, but training a heart to care about the Great Commission is more challenging. Find a person with a good and godly heart who cares passionately that people come to know Jesus-that is what is most important in a church communication coordinator.

A church communication coordinator must be willing to continuously learn

Though a good heart with a proper focus on fully fulfilling the Great Commission is essential, it is irresponsible to not train the person with the good heart in the practical skills they need to be a proficient church communicator. In this area, we ought not lie to ourselves or to our communications coordinator by thinking that skills training in church communications is easy, quick, or once done, taken care of. On the contrary, to be a skilled church communicator you must:

  • Master many complex skills: writing, design, layout, typography, media, marketing
  • Learn new and ever upgrading and changing software and digital skills
  • Master production using the computer and other church office equipment
  • Learn how to integrate and create communications in print, online, and in whatever new channel appears
  • Manage people, pray for wisdom and peace in leading and organizing a team
  • Constantly be open to new ideas, skills, tips, insights
  • Do it all with an impossibly low budget and crushing deadlines

Though the challenges are constant, the church must attempt to provide the time, money, and encouragement for needed training. The church communication coordinator must be open to continuously learning, but the opportunities for it must be available. Don't even think about hiring or designating a church communication coordinator if you do not commit to support, train, pray for, and encourage that person. Effective Church Communications has many resources, links, and recommendations to enable you to do this. Much is free, many excellent resources and the membership subscription cost for our training videos is very little.In addition, a membership in Effective Church Communications is for the entire church, so any of the resources, templates, ebooks, and training videos can be freely shared with other staff members and communication volunteers.

In addition to training and tools, the most important training gift you can give to any church communication coordinator is the gift of time. As part of their job description, block out time, several hours each week, where that person is assured of completely uninterrupted time to read articles, take an online class, try things to improve their skills and help equip volunteers. If you do that, your church communications will be more effective and your church will grow.

Finally, it isn't easy to hire a church communication coordinator, but it is worth it

It isn't easy to find a person with all the spiritual and practical skills to do an effective job. Most likely you will have to help train and mold someone into the position. A significant amount of prayer and time is required, but essential because your ministry communicator and their team will be the ones who will literally incarnate the message of your church to your community.

Changes in image usage—the “free” sites may not be what they seem and what you need to do about it

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What to do when disappointed with image usage rules
What it feels like when you are excited about images you think you can use and then you find out the rules changed and you can't. What do about it is what this article is about.

Sometimes it is hard to do the right thing, but as disciples of Jesus, we must try.

As I’ve been working on getting lots of material ready for launching the Bibleverse collection of related ministries some guidelines have come to my attention about the “free images” on sites such as Canva, PicMonkey, and Snappa, where you can use the images they have, plus the free images sites themselves such as Unsplash, Pixabay, Pexels, and that many of us (me included) use to create social media and templates. What follows does not apply to sites in which you pay for a membership. But since many churches and organizations make use of free sites, it's important you understand the changing rules.

The take-away conclusions from my research and limitations to the use of "free" images

I won’t bore you with listing the number of articles I’ve read recently, but following is the distilled research and application takeaways both for how it applies to you as a church and how you use things and for the Effective Church Communications ministry.

Overall, as a church creating communications that you freely give to church members and that are primarily shared within your church, you have much more latitude than I do in Effective Church Communications. What I create falls into the “commercial” area and the usage guidelines for that are much more limiting than your non-commercial uses in the church. I have changed many things I charged for in the past to free when I wasn't sure exactly of what drifted into the commercial area.

I'll summarize my bottom-line recommendations shortly and then give you details from various sites.

However, and this is a big, However—if your church does something as seemingly innocent as selling a t-shirt for camp, or a cookbook as a fundraiser or selling anything else, you are now in the commercial category also. Sadly, there are some professional groups (Getty Images has a reputation in this area) that love to go after churches if they feel their image rights are violated. For these reasons, in addition to keeping you informed as to why I do what I do for you, you need to be as careful as possible in your communication creations and in the media you use for them. [Read more...]