This is a guest post from Kristy Velasquez. Kristy serves as the Communications Guide on Church Community Builder’s Church Leader Support Team. She recently moved from Texas to Colorado Springs with her husband and daughter. She has a passion for serving the local church in the area of communications and for York peppermint patties.
Last summer my husband and I took our daughter to the beach for the first time. We quickly realized as she took in the vastness of the water and the sound of the waves crashing, that our fun vacation would be spent coaxing her to put even one toe in the water. In the same way, there is a vast ocean of information that continually comes at us in waves. Email inboxes fill up, Facebook news feeds steal our attention, and the news is nonstop.
As communicators, we are a life preserver in this sea of information.
The average American spends 70 minutes per day digesting news from TV, radio, and the internet. The brain is constantly being rewired, making it harder and harder to absorb information. This is the very person who shows up to church on Sunday morning. They’re overwhelmed, desensitized, and very often — exhausted.
It’s our job to communicate with them, so we should be asking how we can do this effectively. Let me suggest two ideas:
- Have a plan
A communication strategy is key for your church whether or not you have a full-time communications director. No matter the size of your church, you need a framework to build on. Make sure you have guidelines and best practices for your staff and key volunteers to follow. You should answer questions like, “What constitutes a church-wide announcement?” or “What can go on the church-wide calendar?” or “How do we want to display our logo?” Answers to these questions will relieve stress from your staff and will get everyone on the same page, moving forward in a unified direction.
- Curate based on the plan
It is our job as communicators to remove as many barriers as possible between our guests and Jesus. If we are bombarding them with announcements and information that doesn’t apply to them, we are a distraction. Having a framework in place will allow you to remove those barriers. We owe it to our guests to remove the excess noise so they are free to engage with the message of Jesus and the mission of the church.
The more tailored and specific you target your messaging, the more likely it is that the intended recipient will read it. Over time you will build trust and develop a culture of clarity and avoid being deleted or moved to the junk folder. Don’t let your members drown in a sea of information. Become a life preserver, and you will make a lasting impact in the lives of those who encounter your church.