Usually, you consider an audit something to avoid at all costs. But what if an audit was painless, undemanding and stress-free? What if it was an opportunity that had the potential to yield significant results that helped you reach your goals?
Through a church communications audit, United Methodist Communications (UMCom) can guide you in identifying strengths and weaknesses in your internal and external communication practices. Your attendance may be down, or your social media seems stagnant. It appears that your messaging is on autopilot. You know there are problems but can’t identify how to fix them.
"A comprehensive communications and marketing audit is for any church leader who feels like their message isn’t getting out to the community or maybe even each other in the church," said Craig Catlett, UMCom’s senior manager of Local Church Services. "Audits are all about growth. You can’t change what you can’t name."
"Our audits are constructive," added Catlett. "It’s not just about what’s wrong' – it’s a map forward."
Already stretched-thin church leaders might have qualms about the work an audit might bring, but there's no need to be apprehensive. Transformation can happen incrementally.
"The good thing about our communications audits is they only contain helpful information. . .do with it what you will. We have professionals on our team possessing the language to say what’s missing and the know-how to make it different," noted Catlett. "We walk alongside you and can coach you on the back end so you’re not left alone. There’s no pressure – only encouragement.”
The process generally takes three to four weeks to complete, then an assessment is emailed to the client. A follow-up meeting is later scheduled via Zoom to discuss the results.
Anderson United Methodist Church in Jackson, Miss. is one church that recently had a communications audit.
"Anderson UMC wanted to expand our communications department by assessing our current methods of services offered and how best to fulfill present and future needs," said the Rev. Dr. Stephen T. Cook, Senior Pastor, who recommends getting an audit to other churches.
A low cost comprehensive communications and marketing audit includes a review of the church’s website, social media properties and graphic design (branding and anything printed) to see what’s working and what’s not. Upon request, the team can also offer advice on internal communications and general marketing ideas.
Whenever possible, the Local Church Services team at United Methodist Communications makes an on-site visit to get added insights into signage and potential out-of-home (OOH) marketing opportunities (i.e., billboards and other public space displays).
"I found Craig Catlett's visit to Anderson UMC to be informative, influential, and impactful. His timeliness in compiling the data for the comprehensive audit is to be commended,” reflected Cook. “The audit will assist Anderson UMC in moving forward in making disciples of Jesus Christ for the transformation of the world."
The local church is currently working on the redesign of their website.
Catlett pointed out that one of the fundamental principles they look at is the idea that core values should guide imagery. An audit suggests leaders find out what’s important to them and emphasize that more than anything else.
"People often insert media regarding just whatever, but if your church is about service and acceptance, then you want the consistency of those concepts in both your Facebook posts and your website," shared Catlett. "If your church is about discipleship, then you want imagery displaying making disciples as the main draw. Too often, service times, events and pictures of a building are put front and center."
Requesting a low cost comprehensive communications and marketing audit overview from United Methodist Communications is easy. Fill out an application at ResourceUMC.org/LCS and indicate your interest in a full communications audit in the space where it asks about needs. The UMCom Local Church Services team will be in touch with you to discuss costs and options with you. If you have questions, contact them at localchurchservices@umcom.org.
Once you have your audit results, you can forge forward with your internal team. If you need additional help, the UMCom Local Church Services team can assist. They provide services related to social media, website building and redesign, and branding and logos.
*Diane Degnan is a freelance public relations professional in Nashville, Tenn.
*Brenda Smotherman is Associate Director of Public Relations at United Methodist Communications.
For 80+ years, United Methodist Communications has been leading the church in telling inspirational stories of God’s work in the world through The United Methodist Church, reaching new people, supporting local churches in vibrant communications ministry, equipping leaders and delivering messages of hope and healing.
This essential work requires financial support. If you believe in our mission, consider a tax-deductible donation to the work of United Methodist Communications through its Foundation at UMCom.org/GiveUMCom.