March 31, 2016
5 Things Your Communications Director Wishes You Knew
Communications directors have a unique perspective on the big picture of the church. Here are 5 things they wish you knew.
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Our logo is a part of our brand ... it is not our brand. You may appreciate the importance of creating a strong church brand. But, Communications Directors often tell us there is confusion on their staff related to keeping the brand consistent. What is the brand, really? It includes your logo, but it’s so much bigger. Your brand is your promise. It tells people who you are and what they can expect when interacting with your church. It includes your church’s style, colors and typefaces. It even extends to your logistics and your people. This means brand consistency is much more than stamping your logo on communications tools. Your Communications Director can help you find high impact ways to express, and at times, protect your church brand.
Plan better. Do better. More air time doesn’t always equal increased participation, but improved planning can pay big dividends. As one communications team member shared with us recently, “It truly takes time, talent and creativity to design and implement good publications and communication methods.” True. This might mean your Communications Director needs a quiet office space for planning, dedicated time for team brainstorming or more lead time on project requests. When processes get rushed, mistakes happen. And, communications mistakes are usually public. It might mean earlier deadlines for your staff, but the payoff will be worth it in increased impact.
The devil is in the details. You may have heard this expression. Or, perhaps you have heard it as “God is in the details.” However you phrase it, the details matter when it comes to sharing ministry opportunities. Sometimes, it’s tempting to reserve a date and time for an event and then plan to work out the details later. So, you send an email to the communications ministry that says, “Details coming soon!” In order to illustrate the impact or draw of an event, make sure that when it’s time to promote, your communications team has the information they need to maximize the ministry opportunity. Include the five W’s: who, what, where, when and why. In today’s busy world, people won’t “save the date” unless you give them a compelling reason.
I know you told me in the hallway, but could you send me a request? Communications Directors manage an unbelievable number of details on a weekly basis. They know what last week’s offering was, how many bulletins to order on Easter Sunday, what Pantone colors are used in your logo, how to use affect vs. effect appropriately, if the VBS poster should include bleed and when the next social media post is scheduled. Whew! So, don’t be surprised if they forget that quick conversation you had in the hall about tracking down the stats on how many people read your blog post two months ago. If your Communications Director has set clear processes in place to help manage requests and information flow, give them a hand by following those guidelines. Or, if you know you’ll need to share a number of requests, simply schedule a meeting so you can cover all the details in person.
I could make a bigger impact if you would give me a seat at the big table. Communications Directors have a unique perspective on the big picture of the church. They are in tune with what’s on the schedule this week, next month and the rest of the year. Ideally, they understand high-level churchwide goals as well as the communications needs of small ministry groups. They know if you are including too many donation drives in one season or if there is an opportunity for cross promotion. When you invite this team member to your leadership table, you’ll find that the everyday messaging of your church can become much more strategic, and your top priority messaging will be shared in a compelling and consistent way across your communications platforms. Your congregation will be more engaged, and you’ll make better connections in your community.
Trying to take steps toward better communication at your church? Click below to read the 7 Deadly Sins of Church Communications.
