Seven Deadly Sins of Church Communications
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The document discusses communication issues churches may face including ambiguity, paradox, uncertainty, bewilderment, separation, and contradiction. It then provides recommendations to address these issues such as centralizing communication, using tiered communication, rallying around a compelling vision, strengthening brand identity, bridging generational communication gaps, and moving from solely information giving to communicating emotive messages.
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Seven Deadly Sins of Church Communications
- 1. Twitter: @EvanMcBroom Facebook.com/fishhookhq fishhook.us
- 2. Twitter: @EvanMcBroom Facebook.com/fishhookhq fishhook.us
- 4. WHAT WE DO
- 5. Twitter: @EvanMcBroom Facebook.com/fishhookhq fishhook.us
- 7. 2 PARADOX ineffective leader communication
- 8. 3 UNCERTAINTY decentralized process and people
- 9. BEWILDERME 4 NT disorganized messaging
- 10. 5 SEPARATION failure to meet generational needs
- 11. CONTRADICTIO 6 N bad branding
- 12. 7 GLUTTONY over-communicating
- 13. REVIEW 1. AMBIGUITY - blurry or boring vision 2. PARADOX - ineffective leader communication 3. UNCERTAINTY - decentralized people & process 4. BEWILDERMENT - disorganized messaging 5. SEPARATION - failure to meet generational needs 6. CONTRADICTION - bad branding 7. GLUTTONY – over-communicating
- 15. 1 CENTRALIZED COMMUNICATION FUNCTION Job Descriptions: evan@fishhook.us
- 16. 2 TIERED COMMUNICATION
- 17. TIERED COMMUNICATION Tier 3 Tier 2 & 3 Tier 1 Tier 2 3 Tier
- 18. 3 RALLY AROUND THE CHURCH’S COMPELLING VISION
- 23. 4 STRENGTHEN BRAND IDENTITY
- 24. BRAND IDENTITY
- 25. BRAND IDENTITY
- 26. BRAND IDENTITY
- 27. 5 BRIDGE GENERATIONAL COMMUNICATION
- 28. ONLINE & PRINT
- 29. MOVE FROM GIVING 6 INFORMATION TO COMMUNICATING MESSAGES THAT EVOKE AN EMOTIONAL RESPONSE
- 30. EXAMPLES
- 31. EXAMPLES
- 32. EXAMPLES To view this video, go to https://vimeo.com/24008655 Other examples at http://www.golove.org/thatsmystory/
- 33. REVIEW 1. Centralized communication function 2. Tiered communication 3. Rally around the church’s compelling vision 4. Strengthen the brand identity 5. Bridge generational communications 6. Move from giving information to communicating messages that evoke responses
- 35. CEU CODE: 12C07v Twitter: @EvanMcBroom Facebook.com/fishhookhq fishhook.us
Editor's Notes
- Lack of clarity about the church ’s vision/priorities, which leads to competing messages. The church seems to be doing many things, but it is unclear as to what the priority messages are at any one time. Leadership will “try” something new to see if it works/sticks and if it doesn’t, they either stop talking about it or it fades away. However, when information is withheld or communicated in the wrong way, individuals begin filling in the details with personal and often incorrect assumptions. RECENT QUOTES: “ We don’t communicate vision very well. We have a mission and a vision statement. Both are loose. We couldn’t recite it. I know it’s in the bulletin.” “ I don’t know if our mission statement is a sentence or a paragraph.” “ We have the four L’s but it’s not really talked about a lot. It’s in every bulletin but that’s about it. “ I don’t think our church has a mission or vision.” “ Our mission statement is too long and hard to remember.” “ I think we have a mission statement, a vision statement, core values and a purpose statement. And I can’t remember any of them. They all boil down to love, right?” Have to ask 2 questions: Do church leaders have a vision for where God is leading? Is that vision clear? Can you point to a core mission/vision – where you ’re heading? w/o this – church may seem like a disjointed bunch of EVENTS – rather than a community doing something/going somewhere together What we hear? -pastors, staff, lay leaders may not have a strong sense of vision/mission/direction -they work on lots of projects/events -congregation has difficulty understanding what ’s a priority, what’s not? -may cause a lack of momentum, enthusiasm…are we taking a hill worth taking? Which hill? If you ’re gonna be all things to all people, you have to communicate everything to everyone.
- Leaders communicate their own priorities well, but there is little unity around a common goal or purpose. Also, leaders rely too much on disseminating information through single delivery methods as opposed to communicating a clear, compelling message through multiple reinforcements (verbal, written, e-mail, repetition, etc.) RECENT QUOTES: “ Pastor sends out an email when something is REALLY important. But that’s not a consistent place to find out info.” "Large decision meetings are not being communicated down to the staff meetings. There are a lot of decisions made there (in evening meetings), that we don't hear about until Sunday morning." “ I think we need a communications director. I don’t think any of the pastors has the time or gifts necessary to make this great.” “ Communication is crucial to our growth and success. It seems like sometimes the messenger and method become barriers to the message.” “ We have a culture that is very open to change. But we don’t utilize it.” Classic conversation: Pastor: We told our people about (blank). FH: How? Pastor: We (fill in the blank with one Sunday, one message, one announcement, one congregational meeting, one newsletter) FH: Hmmmm….? This one is related Staff changes? Endless new priorities Building project or no building project? Sunday schools or small groups? Planting? Multisite? Typical quotes we hear People don ’t know what’s going on…they are pulling back. “ There is too much going on?” “ Not another thing.” “ Flavor of the month.” “ They don’t tell us what’s going on.” “ It’s not that we don’t trust our leaders…we just don’t know… Charge – vision, “vision Sunday” Hap at Vineyard – Happy Notes: single print tool/monthly/long winded The awkward verbal Vision update – occasional Congregational meeting Sometimes a matter of head ’s down syndrome – working heads down unaware of the growing gap.
- The current structure does not create avenues that support and reinforce the central priorities of the church. RECENT QUOTES: “ Communication from the church is diffused, distracting and inconsistent.” “ We are too big now to continue with the amorphous structure we’ve been operating under.” “ Not all the information is available (minutes from staff/financial meetings) and we don’t know what’s being discussed.” “ No central communication – each ministry is responsible for getting information out. Some hit the mark, some miss it.” "All ministry leaders are expected to communicate their messages themselves, and then choose their method for doing so. So, sometimes they become a deterrent of what they're trying to communicate." “ I don’t know who makes the decisions in the communication world. All of us do, I think.” Story – Church A 1 st Assembly Fort Wayne (jump through funnel – Fire hose approach – every man for himself) Story –Church B Vineyard Urbana (backpacks central function – design doer – odd priorities-Pet Project syndrome ) Story – Church C Grace (department not releasing leaders ’ message – Misalignment issue)
- The church has a lot of great opportunities it's communicating. The way those opportunities are being communicated is cluttered and confusing. Most communication messages lack organization or descriptions that would provoke interest and/or create compelling reasons for people to participate. RECENT QUOTES: “ The announcements are filled with information, which is overwhelming and not organized. People aren't signing up for things via the announcements so it's obviously not moving them to do something. “ "The Weekend Update email is good, but could be better. It's not edited and not grammatically accurate. And, there's no schedule for sending it out or tracking who read it. ” “ I think we need to organize our communications more effectively. There's no rhyme or reason.” “ Our communication needs to be more simple and clean. It’s too busy.” “ Streamline! Have a purpose for each communication tool so that people know exactly where to go for "what" and "when" information. Refine method of communicating "standing items" vs. calendar sensitive items. I need a quick place to look to find out when my kids are supposed to be somewhere. I cannot manage all of the email I get on top of my work email. I've almost gotten conditioned to ignore the emails.” Examples: We see these bulletins… We see these websites… We hear these announcements… We see these lobby displays… We see the bathroom posters… We see hallway bulletin boards… Church that organized their information based on who turned it in first St. Timothy - “Don’t mess with that ministry” organization – Senior Women’s Mt. Washington – Chronological – Youth issues
- The church ’s longevity has created a multi-generational congregation, requiring fresh and varied communication methods. The church has not adapted its communications delivery methods to reach the younger generations. RECENT QUOTES: “ It’s January 2012 and our website home page reads, ‘The Story: A new sermon series beginning September 2011.’ “ “ Our website isn’t that dynamic. No one goes there unless they don’t know the service times.” “ We need to develop ways to make sure things are getting out there. We do okay with the bulletin. We don’t do great at Facebook or website or anything else.” “ I usually have a hard time finding information out during the week.” "We really don ’t necessarily know the right avenues for communications. We want to do it well and effectively. Sometimes we don’t do it at all, because we don’t want to do it poorly. “ We should send information by means of texting and Facebook to younger members to increase the likelihood that they will get the information.” Survey: 8/10 people said they “rarely” or “never” use your bulletin boards as a source of information. 8/10 said they “rarely” or “sometimes” use the information tables. “ I can understand it will be difficult to make our church transition into 'modern times' when it comes to communication, but we need to do it.” Print/e-struggles – started in 2005 with a great rallying cry “We’re doing away with our newsletter” Having to meet the needs WELL of two distinct audiences – Print and On-line
- The church does not have a clear, compelling identity that makes communication tools stand out or be remembered. RECENT QUOTES: “ [We need] better ways of informing and reaching out to the public about what’s happening here and help equipping members to be the speaking arm of the church.” “ Great stuff is being kept secret! We’re good at telling each other what’s happening here but not outsiders.” “ I think we need a more consistent theme that would be the "look" of our church so that when you see a printed piece, ad, etc. it is known it's us. This is about internal/external audiences Berean Bible Church – embarrassing name “ Exalting Jesus” “Intimate” “Redemption” – not helpful for reaching unchurhced – difference between external tag and internal mission – Outback steakhouse Reach-Teach-Share – don ’t do that to me Invisible branding tactics – embarrassing mark, antique mark, denominational mark – mark that makes your congregation happy
- Providing information, but not strategically and proactively crafting communication messages and stories to evoke a response. RECENT QUOTES: "We have too many emails and no guidelines. One day last week, I counted six different emails in my inbox from our church. Four of them were prayer requests. Why can't we streamline?" “ Communication from the church is diffused, distracting and inconsistent.” “ The weekend bulletin can often feel pretty substantial and I can only imagine we could save money by streamlining the criteria for what we include there.” “ There’s too much clutter!” [in response to the bulletin boards and info tables] Hispanic Service Overseas Mission Food Pantry Trunk or Treat Chili Cook-off Financial Peace Meeting of Model Train Ministry Christmas program
- Do you see these in your own congregation?
- Strategy – -Highly relational communication director or department (size?) -Coach, Creative Problem Solver, Leader/Understand Leadership, Planner, Communicator (verbal, written) Visionary, Shepherd -Centralized or at least coordinated Communication Budget -Centralized Communication Planning aligned toward main things -A “Listening Seat” at the leadership table – even better – “Advising Seat” -PROACTIVELY Works alongside and serves ministries, while… -LOVINGLY Elevating the main messages in line with leaders vision/mission/priorities– vision, hierarchy, plans, tools -PASSIONATLY release message of leadership - not their own message
- Tiered Communication: we believe that you should have a structure to your communications - that there are A, B & C level messages and they are selected based on the strategy. Different size spotlights. Connection between -mission/vision -church strategy -communications strategy -communication tactics Bring structure – Easiest example: Web – main rotator, second level below the fold, ministry pages Match delivery to audience – 10 guys in model train ministry or all church call out Lovingly/strategically work with ministries to find their voice Spotlight analogy Tier 1: One to three major church-wide events or messages that reflect the church ’s vision/priorities are communicated at a time. They are emphasized in all top-level communications. Events/priorities examples Church-wide Vision Effort Significant story of life change Guest info/how to take a next step Communications tools Service, verbal announcement with visual or video Website homepage – main rotator eNews – main feature Bulletin – main feature Tier 2: Categorize key ministry areas by purpose or priority, and then communicate the one or two key messages within each purpose or priority. We recommend you consider audience as well. Included in all print and electronic communication pieces but designed to have secondary emphasis that is clearly distinguishable from Tier 1 by being broken down into sub-categories; some emphasis through complementary artwork and bold headings, but nothing as strong as Tier 1. Events/priorities examples Adults: Everyone to join a small group Kids: Summer VBS registrations Communications tools Service, verbal announcement with visual or video Website homepage – main rotator eNews – main feature Bulletin – secondary feature Tier 3: Limited audience-specific messages and everything else. Communicated in subtle, less public ways. Events/priorities examples Parking lot ministry team training Nursery worker ’s schedule Communications tools Directed, personal email Word-of-mouth Small quantities of flyers
- What are ways you ’re doing these things?
- Step 1: have a vision – journey of discovery and prayer – unique call on your church Step 2: mission/vision drive ministry decisions Step 3: Communication Plan – just for Vision Step 4: Part of Plan – Vision Metaphor – Len Sweet Step 5: Preach vision for the long haul – can ’t be a “vision Sunday” Vision must be the meat of many sermons and the seasoning of most.
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?
- Branding process: Discovery – Design – Plan (congregational launch and community launch) – Implement – Long Term Single greatest opportunity to enlist people in everyday evangelism – radiant – fans Consistent, clear, memorable, crowded culture Must compete favorably – car dealer ads – look around at branding – how do you compare?
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?
- Love is like oxygen… Information is like water Glass – print Magic drinking fountain – e Most churches must Significantly BOTH well – this is a BOTH/AND Move to an e-culture – must help get people there- So many e-tools – Print is fixed through very fundamental communications disciplines that a strong communication director can solve
- What are ways you ’re doing these things?
- Existing audiences – yes, info is OK New audiences or new next steps - story Missions insert – verses storytelling. Video – contemplate questions Door hangers – extend the conversation – make the response discussion TELL STORIES – Don ’t give facts. Facts bore. Stories move. “ That’s my story”
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?
- What are ways you ’re doing these things?