As church communicators, we must look to refine our information and limit the number of announcements.
Kathryn Binkley · December 9, 2016
Have you ever heard members of your church’s congregation say they didn’t know about an event, even though you had been publicly announcing it for weeks? Have you heard staff or members who asked why there wasn’t a great response, and conclude you need even more promotion? If so, you’re not alone.
Events, programs and ministry initiatives are fundamental for every church and they must be communicated. Therefore, announcements are essential to let people know what’s coming up and how to get involved. To make announcements more effective, we must avoid these seven common mistakes.
1. Announcements are Too Lengthy
— Everyone thinks their announcement is important, so it’s easy to understand why churches end up with way too many announcements. However, when we communicate everything, we communicate nothing.
As communicators, we must advocate for prioritizing and limiting the number of announcements. We must value brevity and simplicity over complexity.
2. No Visuals are Included
— When people hear information, they’re likely to remember only 10 percent of that information three days later. Yes, only 10 percent! However, if a relevant image is paired with that same information, people retained 65 percent of the information three days later.
There is a value to brevity and simplicity over complexity.
If your announcements are important enough to make, they are important enough to be remembered. Creating and sharing visuals to accompany your announcements is certainly a must! (Source.)
3. Communicating the Features Instead of the Benefits
— Most people want to find a church that offers a lot of ministries, events and programs. However, members of a congregation have lives that are very busy. With every announcement, they need to know the answer to, “What’s in it for me?” Unfortunately, they aren’t going to take the time to figure it out on their own. We must make it extremely clear.
Instead, we often stuff our announcements with all the details about who, what, when, where and how and often forget to answer “why?” We never get around to explaining the benefit for them to attend, yet this is the best way to connect with and inspire them to respond. We must focus our announcements more on inspiration, and less on information.