Last updated 20th January 2025

Importance of using a communications strategy

What is a communications strategy?

It's a reference document against which to measure progress which identifies objectives, audiences, activities, channels and messages.

You may think such a thing is only for communications professionals.

But understanding the basics of constructing a strategy of your own to get your message out far and wide - online and in more traditional media settings - can be extremely useful in your parish setting.

Types of strategy

Depending on your project you will have different types of strategy but, in general, they are ...

For a short or long-term project
Handling a long-term issue or crisis
For a major announcement
For a big event

Why not just get going?!

Because it's important to step back; plan first and agree responsibilities. You should also ...

Identify financial resources needed
Identify people to help – who is doing what?
Use all channels available and coordinate messages in doing so
Gives you something to measure against
Can help with learning to improve further

A strategy can also highlight the need for consultation *

The importance of consultation as part of strategy work

It's not uncommon for organisations of all types to embark on a particular project without first consulting on their plans.

Imagine you are planning to reorder your church hall in such a way that will change the layout and add extra facilities. Sounds great - nothing to see here except good news!

That is probably true but imagine a situation where a parish starts work and some of the local community groups using the hall are excluded as a result; either because of the work itself or because the new layout of the hall won't be suitable for them.

Cue the likelihood of negative comments on local social media channels and difficult conversations online and in person that could take up a lot of time.

Planning ahead and ensuring people who need to be are involved proactively in decision-making might be time-consuming in itself, but it will be worthwhile and could save a huge amount of additional time in the long term.

Creating a strategy: Key points to note ...

Identify your context
Provide aims and objectives
Make your objectives SMART (Specific, Measurable, Achievable, Realistic, Timely)

Not SMART: ‘We need to raise money’

SMART: We believe we will raise £250,000 to reorder the church and make it more accessible to the wider community by October 2026 for our 250th anniversary. We will do this with a series of fundraising events; organising giving services all combined with regular and consistent prayer.

Who are your key audiences? Think internal and external
What are your key messages? Be clear and concise. Use them to build a narrative. And say Jesus!
What are the key channels you will use?
- Local media: newspapers, radio, TV, magazines
- Parish specific, eg parish website; GYCN; magazine; posters
- Digital resources including social media
Consider a timeline; activities and actions
Work back from your deadline, if there is one
Create timetable of all activities; assign responsibilities
Be careful to coordinate messages across everything

Remember about evaluation

Really important! What went right, what could be done better next time? So many organisations forget to do this part of the work as they move on quickly to the next thing. But it can be really useful and potentially will save a lot of time. Consider writing a playbook for your event.

Perhaps it's been a big event that only happens every few years. The planning committee might be different next time as people change and move on. But imagine how useful a ready-to-go guide would be to the new group.

EXERCISE

To get you started, think of a successful recent event/news story at your church and come up with three key messages you would now use to promote it – and don’t forget to mention Jesus!

Ronnie Semley, last updated January 2025

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Importance of using a communications strategy

What is a communications strategy?

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