The Online Communication Challenge

Why Didn’t I Know About This?

Have you ever promoted an event every way possible including multiple pulpit, bulletin, website and social media announcements, bulk email, and posters?  Perhaps you have had parishioners speak at the Masses about it and then after the event hear or read the comment: “Why didn’t I hear about this?” or “I would have come if I had known about it.”?  It’s frustrating to be a communicator and not get through.

Don’t be too quick to beat yourself up.  After a little investigation, we may find out that the person in question had been away before the event and was not in a position to hear or see the announcements. They could also have gone to Mass at another parish, never read the bulletin or email and not visited the parish website or be on social media.  We do our best, but sometimes we don’t get through to our intended audiences.

My perfect example of this is a true story.  I was at a First Communion party in the 1980’s (yes, that was the last century!) when the grandmother of the First Communicant told me that our parish “sure did the Mass different from hers.”  I was surprised and asked: How does your parish do the Mass. She answered: “I really don’t know.  I haven’t been there for 20 years.”  Vatican II and the Liturgical renewal happened in the years that she was gone—no wonder it looked “different.”

The Communicator’s Job

The fact that some people will inevitably miss what we are communicating does not excuse us from being the best communicators we can be not only about events, but also about our mission and ministry as a Catholic community.  While some people don’t hear the message and we have to keep working to find ways to reach them, others hear it, ignore it or reject it.  They think “This doesn’t have anything to do with me.”

That is why it is important for us to frame our messages in ways that answer our followers’ questions or at least touch their everyday lives in some way.  The most important questions are often: What’s in it for me? Or Why should I care about this?

Each time we post something on the website or social media, we need to stop and think about the people we want to reach not just what WE think they SHOULD know to do what we want them to do. If it is an event—instead of only telling them what the event is—invite them to something that benefits them or the people they care about.

Meet People Where They Are

Here is an example of a good post about a parish Taizé prayer Service.  “Come to the Parish Taizé Service on [date and time].  This is a candlelight service with short scripture readings and intercessions interspersed with simple sung responses and significant times for silent reflection throughout. It will last about one hour.  All are welcome! Bring a friend.” 

Here is that same post with a greater focus on the reader: “Do you ever reach a point in your day or week when you long to take time to refresh and renew your inner spirit? Do you want a moment of quiet in your busy life? Our parish invites you to a time and space where you can have just that. It is the Parish Taizé Service on [date and time]. Many people have experienced the mystery of God amidst the simplicity of this candlelit service as they tune out the noise of the day and simply rest in God. You can too. Please join us! Bring a friend. All are welcome!”

Do you see the difference?  Both texts can be used with the same image. The first version gives the facts clearly and is welcoming. The second one invites and also appeals to the reader’s desires or needs. Which one do you think is more compelling?  Take a look at the your ministry Facebook posts. Are there any that could be more appealing with a little editing?