Communication Is What We DO

1939 Radio

This post is a bit of a rant, but not a mean one. I spend a LOT of time on the phone and on the internet connecting with church leaders. I’ve observed, in the wild, the communications strategies of hundreds of churches, and I keep noticing that the very basic principles of messaging and communication are often missed. Let me give you some examples of what I mean…

I see church websites that are poorly designed. It isn’t just aesthetics, which on the whole tend to be a decade behind modern web design trends. It’s also the communication strategy. Information is poorly arranged with no logical order. Events are out of date. Contact information is missing or old. Navigation and menu structures are often… shall we say discombobulated?

I see logos and identity design that reeks of “I paid $99 bucks for a box of templates and slapped our church name on one.” The vision, values, culture, and identity of the church is rarely captured in the imagery. Symbols are used that are only familiar to the deeply churched and never explained anywhere.

I see content published on websites and blogs that seems to target no one other than fellow ministry leaders, not people who have huge questions about God and spiritual things. When I search Google for answers about divine questions, I see that the cults are killing us on search engine optimization. In other words, we aren’t intercepting those questions. We’re allowing false teachers to catch the passes instead.

I so want to grab church leaders by the ears, albeit gently, and persuade them to do just a brief and cursory reading about how to use content to reach people, how to build a usable church website, and how to design great brand imagery to represent your church.

Does that mean every Pastor needs to become a communications expert and buy design and coding software? Absolutely not. Pastors need to be in the Word (unless, like me, tech stuff is just your thing). But every Pastor with a message worth spreading needs enough of a grasp on design and communication principles to either empower or hire the right person for the job and then inspect the work along the way.

If I could throw out some random tidbits of advice to church leaders about communication practices, here are a few of the things I’d say based on recent observations…

  • Make it as easy as possible for people to find you. Have a nice website optimized for search engines, especially for terms like “churches in Anytown.”
  • Make it as easy as possible for people to contact you. A contact form, a phone number, and an email address are all essential. Which of the three is best? It doesn’t matter. Publish them all to catch everyone.
  • Do things that are remarkable, like preaching the timeless gospel, without compromise, in the midst of an often crooked and perverse generation. People will talk about you, which is the goal.
  • Do more things that are remarkable, like getting outside the walls of your church and getting engaged with the problems of your community in the name of Jesus.
  • Make it easy for people to share stories of all the remarkable stuff you’re doing. If Facebook were a country, it would be the third largest in the world, and you’d see it as an optimum mission field. So open your eyes and look on the fields…

I’m not looking to argue with anyone over whether we should “market” the gospel or not. I’d rather just use different words instead – words like “preach,” “proclaim,” and “publish.” It’s the same process with less controversy. God wants the world to hear about His Son, so communications really ought to be one of the church’s highest priorities. It’s what we (the church) DO.

Where does preaching, proclaiming, and publishing fit in your church’s priorities?

photo credit: x-ray delta one

Propel Conference 2017

Register Your Church Now!

About the Author

I'm Brandon. I'm the Lead Pastor of Grace Hills Church in Northwest Arkansas, which my wife, Angie, and I planted in January of 2012. I previously served as a Pastor at Saddleback Church and still manage Pastor Rick Warren's online, global ministry to pastors, Pastors.com. I also lead a blog about blogging, a blog about social media, and a blog about men's issues. And I've written a book - Rewired, which challenges the church to adopt social media to spread the good news about Jesus. I sometimes take on church website design projects and I coach pastors and leaders as well. I'd love to hear from you!
10 Responses
  1. Hi Pastor Brandon,
    Great post. It’s exactly the information that ministries need right now. I’ve added it as my “Step Up” of the day. Thank you again.
    Blessed!
    Sam
    UponThisRock.com/thenextlevel

Leave a Reply

The Local Church Guide to Social MediaWhen you join my email list, you'll get a FREE ebook all about how to use social media to help your church. Just use the form below...

Free Stuff!

25 Best All Time Christian Books

How Any Leader Can Build a Brand by Blogging

The Art of Delegation Free Ebook

2017 Sermon Calendars

Share This

Get Some Good Email!

Join my list and I'll send you a free copy of an ebook all about how the local church can use social media better, and I'll send you updates once or twice per week with updates, tips, and tools.

You have Successfully Subscribed!