Writing a Church Communications Strategy

‘Strategy’ is a word that can stand in the way of what you want to achieve, but to break it down, Strategy is quite simply a misused word that means the details, methods and plans needed to achieve your goals.

In our planning we need to be mindful that values inform vision, vision informs objectives, objectives inform strategy, and strategy informs policy. So our order of planning, to reach our strategy, should follow that natural flow.

A good communications strategy pairs the objectives for your church with the tools in your hands. It helps plot a rhythm of sustained communications, to ensure that everyone in your church knows the direction of your church, is envisioned, informed and equipped for the task at hand.

1. Start with a document that includes an overview of your values.
2. Add into this document the vision for your church.
3. Continue by adding the key objectives for your church in this season.
4. Now on the same sheet write down the communications tools you have at your disposal, these might include some social media channels, Sunday services, email and church noticeboards.
5. Now break down each objective looking at how your church is working to achieve these objectives and how your communications tools can play their part.
6. Using a printed month-by-month calendar, write in the key dates down for one objective, then where you will need to use communications to share a message with the church. It might be that you need to send the leaders an email, create invitational flyers to give to visitors at a key seasonal service, or periodically share inspiring stories on social media. Plot these dates and pair them with the tools, being realistic around the time needed to make it happen. Don’t bite off more than you can chew — this is only the first objective.
7. In turn, add each objective to this calendar.
8. Once they have all been added, you might notice some cross-over or interference with the calendar, or that you have overloaded your workload. You have the freedom to tinker with this calendar so that this is all manageable.
9. Take your final plans and add them to a central ‘communications’ diary, so that multiple people can view this.
10. Regularly check how you’re doing. Is the strategy working? Do you need to make changes? Does the church understand what you’re trying to communicate? What has the feedback been? Review your plans accordingly, tinker and go again.

For more information and inspiration on strategy and church communications check out my book ‘So Everyone Can Hear’, published by SPCK Publishing.

Blog originally created for CPO (Christian Publishing & Outreach). For more content and resources for church communications visit cpo.org.uk.