DIOCESAN SYNOD: COMMUNICATIONS SUMMIT
STRATEGY
How are we viewed?
Traditional, establishment, old fashioned, safe, about buildings, for the literate, middle-class, declining, anti-women, homophobic
How did Jesus communicate?
He knew his message, his audience and he used different methods for different groups. He also used stories.
What is your message?
The gospel
Church is fun, not dull
We are spiritual, not religious.
We care about our community
We’re interested in discussing ideas, not in preaching to you
AVOID: We want your money
What’s your audience?
Congregation
People living in our parishes
Tourists
Families
People not like us!
Different methods for different audiences.
Congregation: emailed newsletters, closed group on Facebook
Evangelistic: mission-oriented website, magazine delivered to every household
Non-preachy: discussion forum on website, Twitter feed asking questions
Tourists: history of church on website, clear labelling in church building
Newcomers: details of all activities on the website
Young families: public Facebook page, photos of children on posters
Teenagers: Instagram, Snapchat, What’s App?
Wedding couples: adverts in wedding magazines, wedding fairs
Sometimes the medium is the message. How you say it can be more important than what you say
General principles:
1. Images, not words: we live in a visual society. How can we use images that will speak louder than words?
2. People, not events: we have a wealth of people in our congregations with interesting stories of faith to tell. How can we feature more stories about people in our publications and online? You can even publicise events by publicising the people behind them.
3. Symbols, not abstract concepts: how can we use symbols and metaphors to describe abstract spiritual concepts in a way those outside the Church will understand?
Communications team (those doing communications in your parish):
1. Do the market research: find out who the various audiences are in your parish
2. Ensure consistency: same logo, look and feel to all literature
3. Decide priorities: which audience shall we reach first?
QUESTIONS FOR DISCUSSION
1. What is our message? (or what should it be?)
2. Which different audiences are our parish trying to reach?
3. Which different communications methods might be relevant for these different audiences?
4. How can our parish’s communications become more visual and more centred on our people?
5. Who would be on our parish communications team and how would we decide our priorities?
TELLING A STORY: Adam Kirtley
Objectives
Give you an insight into how to communicate with media, communities and your own congregation
Help you communicate better – deliver your message no matter what
Help you to tell a story that resonates with an audience
Help you to portray the right image of your Church and faith – the human expression of God’s work
Give you the confidence you need to succeed in getting your messages across
What makes a good story?
All the facts – who, what, why, when, where, how – and how much?
Contrasting views and opinions – official & unofficial spokespeople, independent experts, competitors, eye witnesses
To bring a story to life using people who can speak with conviction, humour, passion and humanity
Something that rivals don’t have
Case studies: bring the story to life
Explaining things in a simple, easy to understand way, to tell a story
Stories are always about people, NOT process.
Build your message house
Three key messages supporting the story
Relevance – the story may be important to you, but will it resonate with the audience?
Have ‘proof points’ to hand
Use examples – personal and case studies
Bring it to life with facts and figures
Address the negatives – NEVER ignore them in case you are questioned on them
Rehearse, rehearse, rehearse
Brand repetition – name your church
What is an interview?
It is not an intellectual exercise; it is an opportunity to deliver specific messages to specific audiences through the filter of a journalist.
It’s how you say it: content 7%, voice 38%, body 55%
We hate jargon!
Social media is key to modern journalism and communication
The Press Release
If you don’t tell the local media what’s happening in your community, how are they supposed to know? (Tell Neil)
Opens a dialogue with the media
Sets your own agenda
‘Sells’ your good news
Quick route to potential congregants, volunteers
Manages your media relations
Summary:
Be prepared
Know exactly what your messages are
Keep it relevant to the audience
Remember it’s how you say it
CASE STUDY: Mary-Beth Hawrish
Mission statement:
Important when devising your communications strategy
Vision: ‘A transformed community for Christ’
Mission statement: ‘Knowing Him and making Him known.’
Provides foundation for future work
SOCIAL MEDIA: Jamie O’Reilly
How churches and charities can harness the power of social media
Facebook: 24m UK users (down 1.5m): 26% are between 25-34 years old
Twitter: 15m UK users: 80% active on mobiles
LinkedIn: 6m UK users
Growing social media platforms: Pinterest, Instagram
What are the risks?
Costs and niche
What are the opportunities?
Engagement and growth
Fundraising
Different types of social media: each can be used for a different purpose
Telling stories as part of a theme
Generating buzz and excitement
Selected news
Visibility
Dialogue via social media
Website and blog post
Youtube project
Google+
Neil Pugmire
Communications adviser
023-9289 9673
www.portsmouth.anglican.org
www.facebook.com/CofEPortsmouth
www.twitter.com/CofEPortsmouth
www.getyourchurchnoticed.com
(New edition out autumn 2014)