You’ve been in the church marketing world a lot longer than we have. Is it getting any better?
Maurilio Amorim: Church Marketing is getting more professional, so in a sense things are getting better but the expectations also have risen for the quality of church marketing. The advent of the pre-designed, “put-your-logo-here” packages have helped a lot of churches but it also has elevated the expectation for all churches and created confusion on brand promise. The problem is one of true brand identity and how to communicate that with integrity to the church’s own unique DNA.
What’s the most exciting thing you’ve seen churches do to communicate in the past year?
Maurilio: I love how churches have been in the forefront of the social media revolution. CrossPoint.tv used their Twitter feed during the Nashville flood to mobilize thousands of volunteers. Phone lines were not reliable but text and data got the word out.
How has technology changed the church communications landscape?
Maurilio: Churches have embraced technology faster than ever before because it’s the most cost-effective and dynamic way to reach the world. Churches are now leveraging mobile, text and web technologies often times better than my corporate clients. The downturn in the economy has accelerated the pace in which churches are adopting technology. After all they cannot afford to continue using ineffective communication tools.
What’s one thing churches can do to connect better with people?
Maurilio: If churches understood the power of social media in creating conversations over a wide platform, they would spend more time trying in that space.
What do you see down the road for the Center for Church Communication specifically and church communication in general?
Maurilio: The best thing CFCC can do is help to develop communication best practices for churches. This way churches don’t have to “try” something new and hope it works. Becoming a clearing house for best practices will help churches of all sizes to navigate through the treacherous waters of religious marketing.