6 Traits of Effective Church Promotions

I was recently thinking about church communications through an air traffic control analogy. Random, I know, but in a lot of ways, coordinating air traffic is similar to coordinating church promotions. Each has an objective of "ensuring safe landings." Let's unpack this more.

Like air traffic control, your church needs to be effective in ensuring "safe landing."

1. Communication Skills
Air traffic controllers must communicate effectively with pilots and colleagues to ensure the aircraft's safe and efficient movement. Similarly, a church should coordinate its messages to the congregation, staff, and the broader community to provide connection and clarity.

2. Coordination and Organization
Both activities involve coordination and organization. An air traffic controller must manage the flow of air traffic, ensuring that planes are appropriately spaced and follow designated routes. Effective promotions require detailed coordination and organization to avoid information overload.

On average, a person sees 4,000 to 10,000 ads daily. And every ad seeks to gain attention - whether passively or actively. Navigating the congestion and noise takes effort. The one advantage is that your audience most likely values their church's messaging more than other promotions.

While thousands of aircraft are in the air, only a fraction will land at your local airport. But air traffic control is still crucial in getting those planes to land safely. With all that's going on in your church, it's essential that your messaging is measured and timely so it connects with the right people at the right time.

3. Crisis Management
Both roles may involve aspects of crisis management. An air traffic controller may need to handle emergencies and make quick decisions. There may be urgent situations that demand clear and helpful communication. More often, these are "fast track" or last-minute communications. If your church has a healthy communications workflow, you will have procedures for these circumstances.

4. Attention to Detail
Both professions require attention to detail. An air traffic controller needs the ability to monitor multiple variables simultaneously, such as aircraft altitude, speed, and weather conditions. In church communications, details matter, too.

Church promotions primarily aim to help your community make informed decisions about what God asks them to do. The key word is "informed." When crafting messaging for promotions, always be mindful of what information would be of value for the viewer to make an informed decision. This doesn't mean every communication channel should include every detail. It might be best to have one location where the most detail resides, preferably online. Then, all other promotion channels should include enough detail to connect with the viewer and lead them to the details online.

5. Adaptability
Both positions require adaptability. Air traffic controllers must be able to handle changing weather conditions, unexpected events, and variations in air traffic. In the same way, church communications may need to adapt to evolving technologies, respond to unforeseen changes in plans, and adjust communication strategies based on the needs of the church community. A healthy promotions workflow should include contingencies and protocols for these things. 

6. Teamwork
Air traffic controllers collaborate with other controllers and aviation professionals to ensure the smooth functioning of airspace. In church communications, teamwork is non-negotiable. Pastors, staff, and volunteers each have a role in effectively conveying the church's messages and maintaining a cohesive communication strategy. It also takes mutual respect, valuing each one's contribution to the process to help individuals make informed decisions about what God asks them to do.

We'd love to chat with you if you're interested in learning more about building a healthy promotions workflow. Schedule a free 60-minute conversation. We'll discover what's working and what adjustments you could make immediately to improve the process.