Building Your Communications Toolkit

by Janis Greenbaum,
Diocesan Director of Communications

Being a church communicator is a lot more complicated than it used to be. The COVID-19 pandemic has forced us all into the digital world. And even though we are beginning to return to in-person activities, we have seen the benefits of virtual communications. Now we must adjust our mindset and our behavior to transform ourselves into a hybrid church.

Hybrid church is a mixture of in-person and digital activities and communications. It's not one of the other -- it's both! And to be successful in navigating this new communications frontier, you need the right tools.

I wish I could tell you exactly what tools or resources everyone needs in their toolkit, but it's not that simple. Every parish and every ministry is different, so the tools you need will be different. What follows is a basic list of resources to consider, along with some tips from experts in the field.

Beginning in January of 2022, we'll begin "First Fridays," an open office time to ask questions, share ideas, and get inspiration from others in the world of church communications. Watch for more details coming soon.

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Tools for Church Communications:

Please note: This is not an all-inclusive list. These tools are not necessarily listed in order of importance to your individual toolkit.

1. Website

Your church website is perhaps the most important tool in your toolkit. It's the new front door to your church. It's your chance to show and tell newcomers who you are, where you are, and what's important to you. It's also a great tool for current members to stay connected to the life of your church.

2. Livestream Worship and Prayer Services

Many of our parishes are now livestreaming their weekly worship services and weekday prayer services. Some have spent thousands of dollars on high-end, fixed equipment and streaming to multiple sources; others are using single camera devices, or even cell phones going straight to Facebook. Whatever tools you choose, strive for a quality picture and audio. Make sure your readers and preachers pay attention to both your in-person and your virtual audience.

3. Virtual Meeting Space

Zoom, WebEx, Microsoft Teams, Google Meet -- these virtual meeting spaces have become so important to our churches through the pandemic, and will likely continue to be used as we move forward. Choose whatever platform makes sense for your congregation.

4. Hybrid Spaces

You can't be a hybrid church without dedicated space and resources to hold both in-person and digital events. Claim a room in your church building and outfit it with a computer, a large screen monitor, a camera, and a speaker so you can host interactive meetings, classes, and other events.

5. Training and Education

We all need to beef up our digital skills! Take a class, use continuing education time, bring in experts to teach your staff and your church leadership how to use the new tools of your hybrid church. Find volunteers who understand how to use new media.

6. Communications Staff Person

Add a communications specialist to your staff. Even a part-time person will take the pressure off your clergy or parish administrator, both of whom already have too much on their plates! Of course, you'll get a better qualified person if you can hire a full-time employee -- consider sharing a communicator between one or two other parishes in the diocese.

7. Social Media

Facebook, YouTube, Twitter, Instagram, TikTok... there are lots of platforms to engage with your members. You certainly don't have to be everywhere, but you should consider where your current members are... and where your future members might be. Design your social media strategy to reach both.

8. Email Newsletters

Email newsletters are a crucial way to keep your congregation connected. You can use an email marketing platform like Constant Contact, Mailchimp, iContact, or others to send important notes from your clergy, share announcements, and offer resources to your congregation. Set a regular day and time for publication so your members know they can count on you.

9. Blogs and/or Podcasts

Story telling is a powerful tool to build relationships. Use written blogs or recorded podcasts to creatively connect with readers and listeners. Sharing stories of encounters with Christ can be a transformative experience!

10. Photography and/or Video

Use photographs of your congregation on everything you publish -- your website, social media, newsletters, announcements. Your church is not a building -- it's the people! So you need to show them in action. Video can be a fun and creative way to share the life of your parish. Make a welcome video, offer short messages explaining your church for newcomers, have senior and youth members interview each other with their phones, record the growth of your summer garden, record your weekly sermons, offer classes to members at home... the possibilities are endless!

11. Branding

Create a look and a style that make your communications instantly recognizable. A logo, color scheme, and specific text fonts all help identify your publications. Use your mission and vision statements whenever possible. You can incorporate branding from The Diocese of Missouri and/or The Episcopal Church into your style guidelines. Select your style and be consistent.

*Do you have additional tools we should add to this list? Contact Janis Greenbaum with your suggestions!

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Digital Rule of Life

In his book, The Digital Cathedral: Networked Ministry in a Wireless World, The Rev. Keith Anderson offers this wonderful advice to keep us grounded as church communicators:

1. Be present.
2. Listen.
3. Welcome the stranger.
4. Pray without ceasing.
5. Be helpful.
6. Be humble.
7. Get rhythm.
8. Curate good information.
9. Convene conversations.
10. Participate in meaning making.
11. Tell good stories.
12. Disagree amicably.
13. Take digital sabbath.
14. Meet in person whenever possible.
15. Commit all you do to God.

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Resources:

• Episcopal Communicators
• Caffeinated Church
• Virginia Theological Seminary: Lifelong Learning
• The Episcopal Church Style Guides
• The Diocese of Missouri Style Guides

Books:

• Dare to Lead, by Brene Brown
  https://daretolead.brenebrown.com/
• The Infinite Game, Simon Sinek
  https://simonsinek.com/product/the-infinite-game
• The Digital Cathedral, Keith Anderson
  https://pastorkeithanderson.net/digital-cathedral
• How to Try, Lorenzo Lebrija
  https://www.churchpublishing.org/howtotry

*Do you have additional tools we should add to this list? Contact Janis Greenbaum with your suggestions!