Community relations is a strategy to connect with people outside the walls of your church. Whether you call it outreach, marketing, communication, promotion, or evangelism, it’s a way to live out Jesus’ command to “Go and make disciples of all nations.” Community relations encompasses sharing our faith with new people through our actions, making a difference in our communities, and empowering our congregations to use their time and talents in ministry.
As you develop and implement a community relations strategy, consider these five important elements:
1 – Have a clear purpose and message.
Think about what you want people to say about your church after an encounter in the community. Put this into words. This could be as simple as “We want people to say we are loving our neighbors as Jesus loves us,” but it’s important to articulate this and share it with your congregation.
2 – Understand your community.
What are people in your community interested in? What are they concerned about? Where is there a need or “gap” that your church could help fill? What is something your church is uniquely positioned to do?
3 – Identify your resources and assets.
Consider how your location, land and facilities might benefit your community. Can your building and parking lots be used for community gatherings? Do you have green space that could become a community garden or children’s playground? Do you have a kitchen where meals could be prepared for those in need?
Don’t overlook your greatest asset – your people. Your congregation is filled with people who have gifts that can be shared with your community. How could their unique skills and passions become part of a community relations strategy? Over the years, Resurrection has engaged with our community through congregants willing to share skills as diverse as car repair, bread-baking, and community leadership. Inspire and empower your congregation.
4 – Collaborate and connect with others in your community.
Collaboration and partnerships are the easiest ways to get engaged in your community. Find organizations – including other churches – that share similar goals and visions. Then, support them through volunteers, collaboration, memberships, and sponsorships.
Not sure where to start? Tap into your congregation’s connections. Do you have members who already work with non-profit groups in your community? Do you have educators or health care workers in your church who see community needs? What organizations are addressing the gaps you’ve identified in your community?
Community relations may be sponsoring or hosting events like community meetings and blood drives, collecting food and supplies for local social service agencies, tutoring in schools, or even just participating in fun community-wide events like parades and festivals.
5 – Be invitational and welcoming.
It’s important to remember community relations is not just about inviting people to church. It is about focusing on what people in your community want and need, building relationships and working together for the good of the entire community. At the same time, a successful community relations strategy also includes being invitational.
As you engage with your community, sharing your message becomes organic and authentic. Research has found that 90% of consumers trust a recommendation from someone they know more than any form of marketing[1], and community relations can help your community get to know you. When that happens, they will be more open to getting to know Jesus.
Cathy Bien is our Lead Director of PR, Media and Special Projects. With a background in journalism and public relations, she has been part of the Resurrection staff team for 25 years. She is passionate about using communication tools to bring people together, make meaningful connections, and build relationships in the community.
[1] Nielsen Global Trust in Advertising Study, 2023. (Surveyed 40,000 across 56 countries.)