Let’s be honest for a moment. Some of the things we’re going to talk about when it comes to church communications might feel…uncomfortable. Maybe even a little too close to the “M” word (marketing!).

I get it. And all I ask is that you hear me out. If, after reading this, you’re still convinced these ideas have no place in your ministry, then by all means, click away. Go ahead and toss this advice out like the world’s worst frisbee.

If you’re feeling particularly dramatic, you could even print this article and use it to start a small, memorable fire. Imagine the outreach potential! “What’s that bonfire for?” a curious neighbor asks. “Oh, just some revolutionary communication ideas that could help our church reach the community. Come on in, service is at 10!”

See? Marketing.

But I have a hunch that what we’re about to discuss could be a game-changer for how your church, non-profit, or business connects with the people God has called you to serve.

So, with an open mind, let me take you back about 20 years to a moment that shook things up for me and my senior pastor.

The Day I Became the “Pastor of Publicity”

The scene: the senior pastor’s office. You know the type—bathed in natural light, lined with impressive theological texts, and a grand desk that commands the room. Behind him, a striking picture of the Lion of Judah. This was a man I deeply respected. He was smart, seasoned, and an incredible communicator.

I was there with our worship director to plan a major church announcement. As the pastor detailed his vision for getting the word out, I had a small epiphany about my own evolving role on the team.

In a quiet moment, I chimed in. “You know,” I said, with zero sarcasm intended, “it feels like my job is becoming about helping you and the church look good.”

The air suddenly got very, very thick.

My senior pastor’s demeanor shifted instantly. He squirmed in his big, important chair at the mere thought of mixing ministry with what he called “advertising tactics.” What followed was a heated, one-sided conversation where I sat there, blinking, a little shocked at his reaction. His point was firm: our job was to promote Jesus, not himself or the church.

And listen, he wasn’t wrong. Our ultimate mission is to glorify Christ. But as I once heard another pastor wisely say, “The Bible doesn’t need packaging, but sometimes God’s people do.”

The tasks he had given me—press releases, community outreach, media coordination—were, by definition, the work of a publicist. I left that meeting with a stern reprimand and walked back to my desk to… well, to get back to my long list of publicity tasks. The irony was not lost on me.

Where’s the Disconnect?

This experience left me wondering: is there a better way for the church to think about communication?

Over the last two decades of working with ministries and non-profits, I’ve seen that same knee-jerk reaction over and over again. There’s a deep-seated discomfort with anything that smells like marketing. Yet, we all feel the pressure to get our message “out there.”

This is where I find myself longing for leaders to embrace the Apostle Paul’s mindset in 1 Corinthians 9:22-23: “I have become all things to all people so that by all possible means I might save some. I do all this for the sake of the gospel…”

In our rapidly evolving digital culture, being “all things to all people” means understanding the channels they use and speaking their language. It requires adaptability, especially online.

The 80/20 Secret to Church Communications

Here’s a hard truth I’ve learned after years in the trenches: approximately 80% of what most churches spend on media and promotions is a complete waste of God’s resources.

That’s a tough pill to swallow. But the good news is, it means there’s a small, potent 20% that really works. When applied thoughtfully, this 20% of effort yields incredible results, saving money, time, and sanity while dramatically enhancing the effectiveness of our outreach.

And that’s what this is all about: identifying and mastering that 20%.

From Ministry to Marketing, and Back Again

So, how did I land here, at the crossroads of ministry and media? My journey wasn’t a straight line. I started in ministry, earned a ministry degree, and then took a long detour into the corporate world of sales, marketing, and even launched my own advertising agency.

That time outside the “church bubble” was invaluable. But the call to serve the local church pulled me back. I returned as an associate pastor, and that’s when my senior pastor, recognizing my unique background, began giving me those “publicity” tasks.

It wasn’t easy. In the early days of social media, blending the sacred with strategic communication was a tough sell. But over time, it became clear that this hybrid role wasn’t just helpful; it was essential for bridging the timeless mission of the church with the realities of our contemporary world.

A New Calling for a New Era

After that chapter, I planted a church, re-entered the marketing world for another five years to sharpen my skills, and then returned to ministry once more, fully embracing the mantle of the “pastor publicist.”

Today, the “church media guy” (or gal, or creative director, or communications pastor) is an indispensable part of a thriving ministry team. They stand at the intersection of faith and the digital world, breathing life into our messages and ensuring that our online front door is as welcoming as our physical one.

This isn’t just a job; it’s a divine calling. It’s about leveraging the incredible tools at our disposal to cut through the noise, illuminate Christ’s message, and invite people into a life-changing journey of faith.

The goal is to equip you—the pastor, the leader, the communicator—with strategies that are practical, cost-effective, and can be managed in-house. No expensive agencies or hyper-specialized skills required.

It’s time to steward our resources well and communicate with excellence for the sake of the Gospel. Let’s get started.