Andy Stanley says in the church, the best communicator usually gets to be the leader. But that doesn’t mean the preacher is always the best communicator in other formats outside the pulpit, or that those of us who preach have nothing to learn about becoming more effective communicators.
In fact, what our churches experienced during the pandemic pushed us into lots of opportunities to learn and grow as communicators. So, what did we learn?
This question likely brings to mind Zoom calls, Facebook Live, YouTube, or Instagram. Pastors certainly learned a lot about technology, but let’s focus on what that experience can teach us about communication.
With the church scattered during the pandemic, we learned that the right digital communication strategy allows us to reach our communities no matter their location, no matter the time of day or the day of the week. But just because we’re saying it doesn’t mean they’re receiving it.
Between the pastor and his people, or between the church and its community, there is a message and a method. What do people need? What do they want? How do they want to receive it?
The first two questions sound like they are about content, and the last one about connection. But I think all three are about connection. The digital natives of millennials and Generation Z view online as a primary way to connect rather than just receive one-way communication. But many of our church members over age 40 discovered they like to connect this way, too.
What do they need? People need more than information. They need transformation. They need to connect with truth, relationally. Times and dates can be delivered without emotion or personality, and people will be informed. But if the emails and posts from the church are never more than a billboard of facts, then people will quickly tune out.
Use e-mail or social media posts from a church account to keep people informed but use a person to deliver truth that transforms. Brief live video devotions, sermon clips of 1-3 minutes, or focused articles from the pastor all deliver life-changing truth in a way that connects through a person. God has always delivered truth through people.
What do they want? People want authenticity. They trust people that they feel like they know. More than polish, they want the real personality.
During the pandemic some of my pastor friends regularly did live evening devotions on Facebook from their homes. Sometimes the wife or kids made “guest appearances,” scheduled and unscheduled. I have another friend who takes prayer requests in the chat stream. He is connecting with people, and they feel heard, known, and loved. It feels a little like life-on-life, online.
How do they want to receive it? This may be the hardest part. Not everyone wants to connect with us on Facebook. Not everyone wants to receive a text message checking on them. This becomes especially true when we look at age segments within the church or community.
A message intended to connect with students might be much more successful on Instagram or TikTok. Our oldest members may want a phone call or newsletter in the mail. Each church has segments that want to receive communication and connection through different methods.
So, what is the experience of the past two years teaching us about communication for each particular church? What are two or three strategic changes that would increase the level of connection between the leader, the church, and the community?
Ben Jones is IBSA’s Communications Team Leader.