Many North American evangelical churches are considering a central communications team. Communications--getting the word out consistently and clearly--is fast becoming a core function of organized church leadership. In a media-rich culture like North America, the importance of good communication has steadily risen up the ladder of importance in the local church. If you are considering beginning a communications ministry at your church, here are the basic steps to get started.

Define the need. What are you trying to accomplish through a communications? First, list your core needs with respect to communications. A communications ministry by its very nature is going to interact with every area of ministry within the church, having a broad reach and responsibility. It is an addition that will affect every member and employee to some degree. Begin this area of ministry with clear goals and objectives.

> Read “What a Communications Ministry Brings to a Church”
> Read “Integration”

Enlist the right people the first time. The outgoing and enthusiastic people you need in communications roles are usually either highly creative or highly organized--but not both. You will need both creative and organized individuals in this area of ministry. The most important characteristics to look for in a communications staff or lay leader are (1) enthusiasm (a genuine love for and desire to see the total ministry of the church be successful) and (2) accountability (the ability to steward information well by thorough planning and timely project completion).

Though communications is a "background" role, the result is seen by everyone. A bad leader in this area will reflect on the total ministry of the church. Reviewing a candidate's past performance is a key indicator--are they difficult to work with? Do they routinely miss deadlines? Are they known for being supportive and energized? Does their work ethic and reputation add to or bring into question their character? Ask tough questions now and you will save yourself tough decisions later on.

> Read “Qualities for Communications Ministry”
> Read “It Takes Two”
> Read “How to Work with Highly Artistic People”

Build a good framework. A good communications framework revolves primarily around (1) what the communications ministry is charged with communicating, and (2) how church leaders will interact with the communications ministry.

The framework for communications ministry begins with a clear direction and mission. Perhaps you are thinking of a communications ministry assisting with the formulation of a “mission statement” if you do not already have one. This is not a communications function--instead, the mission and vision for the church should be clearly defined prior to a communications team being enlisted. A communications ministry reflects and amplifies the central messenger(s) of the church--usually the Pastor or other senior leaders. It is neither the wheel nor the rudder of the ship. Communications is the propeller--it will only accelerate you in the direction you are already going.

Church leaders must interact well with the communications ministry for it to be useful. An accurate church calendar and seasonal planning of ministry events, open communication of major initiatives and changes in ministry, and steady flow of important information at all levels of ministry are all important. If you are beginning a communications ministry, know this: It will likely require a significant change in your overall planning and programming routine to yield the results you are looking for.

Many churches with communications ministries still suffer from poor communication. Often communications ministries are viewed as a total solution rather than a catalyst. Communications leadership can only improve on sharing information if it is given the information to share, consistently, in a timely manner, with details necessary to help in decision-making.

Do it right. When building a communications ministry, resource it properly from the start. Communications today requires a generous amount of technology, because the tools of communication are media-driven--video, websites, print media, display graphics. Generally a communications ministry will probably have the most complex technology requirements within the church organization. Individuals in the communications area should be comfortable with a mouse and the currently available creative software.

> Read "How to Buy Technology for Ministry"

Appearances can be deceiving. Often the impulse to begin a communications ministry comes out of a desire to see the appearance of the church’s media improve, because we often equate a professional and consistent look with effectiveness. To a large degree that is true, but appearances can be deceiving. A church’s media can make a ministry appear healthier and more effective than it actually is. Be careful in forming a communications ministry that you do so with intention, not to "put a shine on the outside" of the church, but to build a framework for more effectively communicating the Gospel and the church ministries for God's glory and to the benefit of His Kingdom.

About the Author. Eugene Mason has more than two decades of experience in ministry communications and technologies. More...