Recently, I was a guest panelist on The Unstuck Group webinar helping churches think through how to bring Easter to communities who can’t gather in-person and are desperate for something to look forward to.  

My part of the conversation was focused on how we communicate. What’s essential – and effective –  during a global crisis?  

“Everybody’s online! The opportunity to engage people is limitless!”

“Everybody’s online! The opportunity to repel people is limitless!”

Which, of course, is a conversation for all of us.

Clergy and congregations aren’t the only ones trying to figure out what’s helpful, how to foster community, and what connects with people in this very weird, and sensitive, cultural climate.

I’ve pulled together parts of the webinar we all can lean into as we pivot our approach for “what we offer” and “how we talk about it.” I guess you could call this the amplified show notes.

1. Is the messaging relatable?

Your #1 communication priority is to demonstrate understanding of the situation at hand. If you’re not in touch with the real needs around you, it’s hard to serve people well. 

Emotions are frayed, anxiety is heightened. The life disruption for many is all-consuming. Needs have changed. 



Take it with you. Download the Essential Communication Decision Tree.

Where do you start? Drop pretense, use plain language and demonstrate your situational awareness by being more relational and less institutional. A few super simple examples: 

Remaining Faithful and Connected Under Quarantine. It may feel like life is on pause. But you don’t have to be. We’re in this together. DOWNLOAD: Essential Communication Decision Tree DOWNLOAD: Essential Communication Decision Tree (artsy version)



2. Is the amount of posts and emails appropriate?

Streets may be empty but social channels are flooded. In place of traffic jams people are drowning in content overload. 

[Everything’s too much with the exception of the memes. Keep them coming.] 

Organizations are frantic to do something. Anything. 

And, it shows. 

Looooooong emails, bulky communication plans, and staff working around the clock to create videos and posts to keep the activity engine going. 

Trust me. That’s not helping anyone. How many COVID-19 emails are sitting in your inbox? How many do you open anymore? 

People are already stressed out. Make sure your content isn’t stressing them out more. 

What do you do next? This crisis has moved us out of the role of authority into the role of coworker. Take the pressure off yourself and others. Things just got real basic. How are you uniquely positioned to help in this temporary configuration?

Facilitate connection and fight isolationOrganize resources to meet the practical needs of your customer base

What now? You don’t have to figure everything out. Figure one thing out – your unique contribution. Pick what is most needed and where your gifting lines up for this next week. 

Communicate, or demonstrate, one big idea at a time with simple clarity. 

Keeping your sanity in quarantineSome good newsTogether when we’re apart 



3. Is the website ready for visitors?

Chances are your building is on lockdown.

Your website just became your new facility.

It’s literally your ONLY gathering space right now.

What now? Create an interim landing page. It doesn’t have to be fancy. It just has to be real. None of the usual stuff matters right now.

Some examples:

Show you’re singularly focused Don’t make people dig for help Simple community connection



4. Is there a reason to participate?

Supportive, encouraging words and messages help. But, it’s not enough.

Specificity matters if you want people to engage. 

What now?

Show people where your money is going. How are you helping provide crisis care during this time? For your people, your customers, or your public.Give people a purpose. How can they contribute to a relief fund for those impacted? Where can they volunteer time? What donations are needed?

Two examples:

Mobilizing support Mobilizing volunteers

One final note.

If you want some outside perspective about how to make ‘what you have’ and ‘how you talk about it’ more accessible, we’ve been working overtime the last two weeks providing free crisis communications calls to help walk organizations through this.

Just send us an email. No hoops. We’re set up and ready to help.