What to expect from Church Comms in 2021

As we take a breath from the relentless nature of 2020, what might Church Comms teams need to expect from 2021?

Although no one knows for sure, I have a few thoughts on what we may see, so that we can ponder and prepare for the coming year. This is a summary, rather than an exhaustive list or a complete unpacking, but you might find this helpful…

Continuation

Churches will need a continued intentionally as they stream their services, even when all restrictions are lifted. One emphasis shift here is making permanent provision for digital teams who will welcome, host, provide pastoral care and prayer during these services, as a separate (Digital) Pastoral team to the technical (Media) teams who make these streams. This may include hardware, software, personnel and training.

Physical spaces will need to allow digital capabilities for this and for digital teams to run these (who may or may not be physically present).

Intentional Shifts

We’ll likely see the reality of permanently adapting to ‘hybrid church’, this will mean some structures are dismantled or reimagined. What was a temporary fix for 2020, will make a more intentional shift in 2021. This would likely include:

• Digital Pastors and Leaders — who work alongside Comms Team, not as a replacement, but as a requirement to serve digital sites, online services and feed into digital-only ministries.
• Digital Small Groups — which sit alongside physical Small Groups and hybrid Small Groups.
• Digital Training and Learning — a more permanent shift to some learning environments shifting predominantly online.
• Digital Events and Course — although nothing replaces face-to-face, running events (parenting, marriage, money) online, does negate the need for childcare, travel and venue costs, and can increase the buy-in. Other events will have a combination of online and in-person.

Learning Curves

Churches will continue to press into digital evangelism and digital discipleship, working out new ways to do this, and adapting their communications processes to allow for new ways to share invitations, messages and information. Whilst discipleship will require an investment in digital tools, allowing churches to engage in a community journey, within their own households.

Part of discipleship will be equipping households to continue the spiritual formation of their family. Providing physical packs and gifts, that are used alongside digital tools and platforms, empowering parents/carers. This should continue in a post-vaccine world.

Link physical to digital and digital to physical. This is the true nature of hybrid…

// Digital directs to physical and digital.

// Physical directs to digital and physical.

Inclusive strategy make allowances for both environments, recognising that it’s not either-or but both-and.

Challenges

How we respond to the digitally poor will be key, whether it’s providing equipment or training. Vast swathes of culture will continue to rely on digital, which will alienate some demographics, so in order to continue serving and loving your entire community, there will be the need to hold physical training events and resources which equip your church and community with digital tools.

Communicating the reality of how hybrid works in your context and being clear about this, will need great thought so that in its simplicity it can be crystal clear.

This includes addressing ‘life cycle events’ and key church family moments so that no one feels left out when key events can only happen in-person, eg. Baptism services or sharing communion with one another.

Connection of digital visitors. As new people join or attend, how are you working through the assimilation process, to help them become part of your community?

Investment in media and digital teams. Whilst this will affect budgets, it will also facilitate growth. There is a balance to strike.

Focussing on evergreen content. Not just focussed on media provision and the streaming of gathered environments but rhythms of communication throughout the week and cultivating ever-green content. This will include repurposing sermon content so that it doesn’t lay dormant after a sermon series is finished. There might be ‘weekend personnel’ who are focussed on Church services and the media requirements required, then other media personnel who focus on repurposing content and ‘in the week’ media.

Ultimately

Digital and physical behaviours have changed and continue to evolve. Churches will have to adapt to the changing state of culture. A return to what was will only work for the minority. The continued evolution of digital behaviours can’t be ignored. This will mean looking at budgets, structures, strategy and objectives.

Churches have performed admirably in 2020. 2021 will require a few further tweaks in order to continue to be accessible to as many people as possible.

I’ve also written a book on Church Comms, which you might find helpful as you prepare for 2021. Buy from Amazon here.