The Web is Changing the Role of a Church Communications Director

Posted by | September 23, 2009 | Church Communications, Principles | 4 Comments

John Saddington posed the question on ChurchCrunch in response to my “Case for Church Communications” posts (here and here) about how the web is changing the role of a church communications director and if the role is relevant and worthwhile anymore… or what would it look like to have a more team-centered approach when it comes to communications.

He’s absolutely right, that it is darn near impossible to manage the varying needs of ministries at the ministry level for one communications director. In fact, it is impossible. (I’ll attest to it.) While I do think the ideal is for there to be a team of people owning church communications the reality is that most churches don’t have the budget or ability to do that. They’re lucky if they have one person. So, here’s my thoughts…

Centralized vs Decentralized

I’ve worked as a church communications person for nearly eight years now and for a majority of the time I’ve been on my own with no staff or support. I’ve been the bulletin guy, copy dude, designer, communicator, web person. I’ve worn a lot of hats and the thing I’ve learned through it all is that there are certain things that need to be centralized (key church info, main events, communication of the mission, vision, values, etc) and decentralized (communication to specific age groups, niche ministires, etc.).

My role as a church communications director is focused primarily on the big picture… the key things we communicate and the primary ways we communicate (our web, social media, etc). For the individual ministries of our church, I act as more of a consultant. I meet with different ministries and help them think through the best ways and best practices they can implement to communicate to their respective audiences.

Different ministries have different audiences and different audiences receive information differently. (How’s that for a one-liner?) So, I work to help our ministries figure out how to communicate to their audiences and empower them to go for it.

The Evolution of Communication

The way the world communicates has changed rapidly over the past few years. And it’s changed for the church, too.

image002The “face” of church communications 10 years ago was something like the Church Lady. Most churches just had a secretary who typed their announcements into a pre-printed bulletin shell and the extent of their communication was their bulletin and announcements that they made from the platform.

Today our church lady has gotten much cooler and the ways the church can communicate are nearly endless… websites, blogs, Twitter, Facebook, Vimeo, you name it.  And some churches have gotten this and have followed suit and hired teams of people who do design, print and web.

Park is doing some pretty cool things but I’m really the only person behind-the-scenes who is making all of our communication happen. I don’t have a huge budget or a team who is with me on this… it’s just me! I do, however, have staff members and ministry leaders who are owning communication to their various audiences. We work together but they do the work.

My Role Has Evolved

Coming from a smaller church in a small community, a majority of my time was spent designing fliers, creating bulletins and managing small projects. And, when I came on staff at Park they were still doing the bulletin, individual ministry brochures and everything else. But, when considering our location (downtown Chicago) and our core audience (young singles, average age 29, 60% single) I realized we should take advantage of the tools that were already there and engage them in a space where they were engaging… online.

The essential function of my job has not changed at all, but the output has… I’m not printing a weekly bulletin, we’re doing it monthly. We’re not creating fliers or quick hand-out’s to get into people’s hands, we’re texting them. We’re not creating special brochures or pamphlets, we’re creating customized websites (examples here, here, here, and here). Other ministries are using Twitter and Facebook, too. And, we’ve recently partnered with the Cobblestone Community Network to create My.Park, a social networking site for our regular attenders (that will eventually connect to Facebook) that enables our ministries, small groups, etc. to stay connected and I believe is going to help our church tremendously as a gateway where people can get connected and find out ways they can get involved.

If anything, the web has made my job a little bit easier.

(By the way, we’re going to relaunch the Park website in a couple of weeks…stay tuned.)

Final Answer

So, I’d answer the question by saying the web is changing the role of Church Communications Directors and they are absolutely still needed, just not in the same ways as they were before. Communication, no matter what form it takes, is still communication and we still need people who are thinking through the strategy and implementation of what we say and how we say it… whether it’s on paper or with pixels.

About Tim Schraeder

Tim Schraeder is obsessed with all things social media. Having worked with some of the world’s largest churches and para-church organizations, he served as an evangelist for social media with a knack for connecting people and spreading ideas that matter. He’s been a consultant and coach as well as a sought-after speaker and author who helped write the book on communication and social media for the church. Today, Tim is passionate to help businesses and organizations connect, engage, and build loyal followers across all forms of social media. He is a die-hard Chicagoan who can be found in any neighborhood coffeeshop that has free wifi.

  • http://intensedebate.com/people/human3rror human3rror

    freaking epic. great stuff. thanks for that!

  • http://ashbar.tumblr.com/ Ashley

    I can attest to Tim empowering ministries to do their thing…and it works. He gives us tools, guidelines and ideas but he lets us run with it! thanks, tim. you are really great at what you do.

  • http://www.flcsf.org KAV

    I appreciate your comments. I work in a fairly large traditional church and have even found a way to reach a different "audience" with facebook (the audience that likely wouldn't read our tabloid-sized newsletter). I still find a need for traditional media, but that doesn't mean that you can't intersect different communication methods to get out the same message.

  • http://www.thejakers.com Jake Johnson

    Thanks for your thoughts on this topic, Tim. As someone who is forging this role at my church, creating our policies and procedures from scratch, and figuring out how they work practically in daily operations, I often feel like I'm shooting in the dark. It's nice to hear from someone who has been doing this for a while.

Ready To Do Some Work? Let's Talk