The Essential Keys to Effective Church Communications

The habits of highly effective church communicators are regularly practiced in churches so they become routine. This year, pastors and communicators don’t know what the year will hold but I can guarantee one thing: You’ll need to hone your communication skills.

People are listening less and less.

The digital age is changing the way information is received. Habits of highly effective church communicators must take into consideration the increased noise level of communication and the reduced attention spans. As a protection mechanism, to field the messaging bombarding them, people screen the information by ignoring (not listening or daydreaming while physically present).

Here are the seven habits of highly effective church communicators to help solve this issue:

1. Focus on Them; Not You.

This is how being known for love acts. Pay attention and listen to your audience, focusing on solutions from their vantage point; rather than a description of what you have to offer them. They will sense the subtle shift and listen more.

2. Watch Trends and Adjust.

Use your ChMS (Church Management System) and demographic data to identify how your internal and external audiences are changing. Use this information to adjust. Not by changing your biblical message but instead, adjusting methods, timing and ministries.

3. Provide Benefits.

To truly love an audience (like Jesus commanded), you’ll identify needs, concerns, and goals, then provide solutions. Controlling language so they understand and receive them as benefits.

4. Control Keywords.

If you tell people too many things, you risk them not remembering anything. Instead, limit messaging to sought-after keywords so more will connect you to them. Plus Google will become your biggest evangelist through your Search Engine Optimization (SEO).

5. Use the Right Channels.

There are so many communication channels and tools available. Many are free, so which do you choose? The ones your audience chooses. Beware: don’t take on too many or you’ll do none of them well. Only participate in what you can do well.

6. Be Calm in Your Messaging.

Don’t add to perceived communication noise; your audience will ignore what you say. Instead, limit messaging to associate all ministry news and church promotion to a simple, memorable and easy-to-use beneficial thread. Then you can say less so they listen more.

7. Use Video.

Research demonstrates that most people prefer stories and information delivered in video over every other method. Perhaps that’s why YouTube is the second most popular search engine? Seek videographers for help in constructing story lines, and most importantly, editing. Keep it short.

This article originally appeared on and is reposted here by permission.

Mark MacDonald
Mark MacDonald

Mark MacDonald is communication pastor, speaker, consultant, b