When St. George’s Episcopal Church — a small parish located in suburban Riverside, California — set out to improve its modes of internal and external communication, the vestry took practical steps that are easily replicated in congregations of all sizes. Regarding the specific topic of advertising, parish leaders found that paid space in print and broadcast media is best purchased as part of a wider, comprehensive communication plan.
As a first step, the rector and wardens matched communication needs — from photography to marketing — with the gifts and skills of church members. (Note that duties can be shared by two, three, six, seven or even 10 persons; the task force can be led by a full-or part-time paid communications officer, if budget allows.) What emerged was a creative, synchronized Communications Task Force led by a layperson — in this case, a vestry member — and energized by expertise in the following areas:
- Advertising & Marketing
- Audiovisual/Digital Technology
- Calendar
- Communication in Languages Other than English
- Community Liaison/Evangelism
- Hospitality/Special Events
- Internet
- Media Relations
- Newsletter/Publications
- Photography
- Preaching and Liturgy
- Signage
Next, the Task Force wrote a Comprehensive Communication Plan, stuck to it, and evaluated outcome. This plan contained long-lead deadlines, short-term assignments, measurable objectives and points for evaluation.
The rector commented regularly that the long-lead planning of the Communications Taskforce helped her greatly in moving ahead with preaching and programming — often as much as two liturgical seasons in advance.
For example, one week in the year-long plan included:
Week of November 14:
Sunday (14) Use Sunday announcements to feature upcoming Thanksgiving activities. (List name of taskforce member assigned to accomplish each respective project.)
Monday (15) Deadline for December parish newsletter (published monthly).
Tuesday (16) Submit Thanksgiving Day advertisement to local newspaper; follow-up to secure photo opportunity promoting Parish Dinner for community, including needy; make holiday photo assignments for parish newsletter and website.
Wednesday (17) Prepare and submit news release on Advent I services; attach photo of Advent wreath lighting from previous year; feature Service of Lessons and Carols.
Thursday (18) Evening meeting of task force: Brainstorm for publicity around Christmas, photo opportunities for Hanging of the Greens, op-ed newspaper article topics to recommend to the rector; review draft Communication Plan for new year ahead.
Friday (19) Contact diocesan communications office to update group ad featuring Christmas Eve and Christmas Day services in regional metropolitan newspaper.
To recap the overall process:
1) Name and empower a communication task force led, when possible, by a volunteer or paid communication officer or coordinator. Such a task force need not be large; two or three persons can handle the full portfolio in the absence of others. (Note: Such a committee works best when the rector, vicar or priest in charge meets regularly with the group, but does not chair it.)
2) Conduct demographic and marketing research. Learn as much as possible about the neighborhoods and constituencies or “publics” in your community. (See “Percept” demographic resources at Office of Congregational Development) Evaluate internal strengths and unique features of your congregation, and brainstorm for marketing from your unique niche.
3) Adopt a theme and supporting points of interpretation. For example, your congregation might be “The Little Church with the Big Heart” or one committed to “Making Glad the City” or “Building New Community.” Find ways to reinforce the longtime national message “The Episcopal Church welcomes you,” and the “Come and Grow” on-line center for visitors and seekers ComeandGrow.org.
4) Devise a comprehensive communication plan — including a reasonable calendar/timeline of prioritized, measurable project objectives, as well as specifi c provisions for advertising, and for communication at a time of crisis — then stick to the plan. (See sample task/timeline entries above)
5) Evaluate effectiveness by measuring objectives, securing external and internal review, and conducting an occasional communication audit, a standard practice conducted by public relations professionals. Course corrections should be made as needed. It is also helpful to take an honest look at the tone of communication within a congregation. Ask yourself: Are the congregation’s messages… Anglo-Catholic? Angry? Bilingual or multilingual? Bombastic? Broad church? Christ-centered? Clergy-focused? Cold? Conservative? Contrived? Edgy? Elitist? English only? Evangelical? Exclusive? High church? Impersonal? Inclusive? Insider-based? Inviting? Jargon-based? Laity-affirming? Liberal? Low church? Moderate? Pretentious? Progressive? Sexist? Staid? Warm? Welcoming? Witty?
6) Begin to advertise — in print (newspapers, phone directories, community concert guides, magazines), on-line (church and community websites), on television (spots available from national Episcopal Media Center), on radio, in English and in other languages as applicable. Build a budget and increase it annually (start with $3,000 if possible) — and relax into the knowledge that broadcast advertising is often highly affordable, especially on local cable channels. More importantly, build friendly relationships with ad sales representatives at local cable/network television affiliates, and at local newspapers.
7) Vital for success... Before placing any advertising, make sure the congregation has a website that is up to date, and that the office phone answering machine is welcoming and informative, and that the congregation is prepared to receive visitors hospitably.
