COMMUNICATION Is For More Than Just Big Business

Part One: Internal Communication Talking Within Your Established Church Community The Moravian - April 2005

Editor’s Note: This two part series addresses communication tools and methods for churches. The second part of the series appeared in the May 2005 Issue of “The Moravian.”

Marketing and public relations… words associated with big business and profit making. While these words are most commonly known in the realm of the corporate world, they also relate to churches, congregational life, and agencies of the church. In the non-profit environment the words encompassing these important objectives are sometimes softer, words like “communication,” “evangelism,” or “outreach,” but the importance of the tasks is the same. Instead of profit making, in church marketing and public relations, communication and reaching out, can mean growth and relationship building.

Many congregations overlook the importance of communication in their individual ministries. Communication is more than speaking from the pulpit each Sunday or a monthly newsletter. While these are important, and certainly part of the bigger communication picture, there are several things churches can do to create an effective communication plan that can, with some dedication and forethought, further relationships and build membership. The first step is to realize there are internal communication tools that encourage a stronger bond with the existing members of a congregation and external tools that encourage those on the outside to get a glimpse of what is going on inside.

For Part One of this communication series, we’ll focus on internal communication and tools.

A monthly or quarterly newsletter is essential in keeping your current church family involved in the activities and happenings of the church. A newsletter should not be taken lightly. Besides the weekly bulletin, this is a great place to expand upon the ministry your church is doing. It should be appealing to the eye and informative. It should report on the successes of past events and announce new events. In some cases it can further Bible or Adult studies by highlighting articles about issues or discussions that can be turned into food for thought for upcoming study sessions.

The newsletter should reflect the feel of your congregation and may include prayer requests, community service/mission projects, congratulations to those who have accomplished achievements, just to name a few. Regardless of the form or style your newsletter takes (it doesn’t have to be a top-notch, professionally designed publication to be considered a success), the most important goal is to include information of interest and to realize it is an asset to be used and not just something that has to be done. Make sure the information that is shared is informative, inviting, and encouraging to your community.

Welcoming should also be a part of your internal communication plan. When visitors attend, what do you have in place to make sure they feel your church is the place for them from the moment they walk through the door? This is often the most overlooked form of communication, but if done correctly can leave the most lasting impression. Do you have a welcoming committee or a group of people who are identified as a first contact for new visitors? These people should be in charge of taking notice of new faces and making a personal contact with them when they do by introducing themselves and asking them if there is anything they can do for them while starting a conversation about their visit.

A second part of the welcome is more formal communication. Do you have a packet of information prepared in advance about your church to give to guests before they leave for the day? If not, this is something to consider. Good information packets would include basic information on the church mission, purpose, and vision; information on your Sunday service times including Sunday school; a calendar of upcoming events and studies; contact information for the pastor and/or the welcoming committee; and possibly greater information about the Moravian denomination as a whole. These are the basics and can be expanded upon — maybe even including a copy of your most current newsletter. Use this as an opportunity to share what it is like to be included in your church family.

The Sunday sermon and church service are also a large part of the communication picture. Once new people are in the pews, ultimately the lessons learned through the sermon, service, and Sunday school will be what keeps them coming back. These are, after all, the heart of the ministry. This is where community happens and grows. Ultimately the relationships you build through fellowship and interaction is going to strengthen your current community and the tie newcomers have to that community.

The misconception is that communication just happens naturally. While this is true, effective communication takes some work and planning. Making the most of your communication tools can pay great rewards and make your church community stronger and more appealing to others.

The best advice is to make the communication plan part of your discussions with boards and leaders of the church, don’t be afraid to make it part of the agenda. Brainstorm what might work best for your community and then implement the ideas to see how they work and what is worth the effort.

Deanna Hollenbach serves as Director of Communication for the Interprovincial Board of Communication, Moravian Church in North America.