Do you believe in evolution? The evolution of communications thinking & tools, that is! Check out this evolutionary process … As a kid, I was impressed when my dad talked about using a fax machine for work. In college, I was introduced to the World Wide Web (remember that language?) and email. I bought my first cell phone in the late 90s. In recent years, my Mac and iPhone - along with having a 24/7 connection to others through Facebook and Twitter - have become seemingly as critical as having oxygen and water. Wow, what a journey!
Our communications methods and tools have evolved in HUGE ways in recent years. But as communication professionals in ministry, is our way of thinking about and maximizing these always-evolving tools keeping pace?
Consider: We often see many teams spending considerable time developing significant print pieces (weekly bulletins, newsletters, brochures and more). Then, almost as an after thought, many folks shift their attention to determine how this same information should be adjusted for use on their church’s website, Facebook page or in an email.
For most of us, the majority of our congregations and those we’re trying to reach in the community spend hours EACH DAY (or at least each week) online or with their mobile devices. With this understanding, shouldn't we be thinking FIRST about reaching the majority?
Consider: Most churches and organizations have a LONG list of all the communications tools (from the weekly bulletin to mailed letters to community yard signs) they could use to promote any given event or effort. And in recent years, this list has grown by leaps and bounds to include: the church website, blog(s), Facebook page(s) for the church and individual ministries, Twitter feed, text messaging and more. But what tools have been subtracted from this huge list as all these other tools are being added?
Not all communication tools are created equal in this interactive and social media age! When was the last time you evaluated your long list of many, many tools to streamline? In fact, let’s consider reworking the communications list. I like using concentric circles instead. It might look like this …
At the core (the innermost circle), determine what one (or maybe two) communication tools will be the “backbone” or hub of your communications strategy. This is where you will spend the majority of your efforts. For many at this time, your website and social media strategy will command this position. Moving outward to the next circle and then the next circle, you’ll determine what will be your secondary and then tertiary tools. These next groups of tools should feed and direct your target audiences to the core tools. So if your secondary tools, for example, include a printed bulletin and verbal announcements in weekend services, this information should encourage people to take a next step by finding more information or register through your website or social media.
But these are just my thoughts and our team’s observations! What do you think? How is your team keeping pace with the communications evolutionary process?