What Should Churches Communicate Every Week? (A Priority Framework)
Every Monday, you stare at the same question: what needs to be communicated this week?
And every Monday, the answer feels like "everything" and "I have no idea" at the same time.
Sound familiar?
Here's a scenario: Youth wants stage time. Small groups need a shoutout. Someone's retiring after 20 years. Easter's in three weeks. And you've got exactly 90 seconds on Sunday morning. What makes the cut?
The answer is simpler than you think...once you have a framework.
The Weekly Communication Problem
Most churches are drowning in requests...and drowning out their message in the process.
Ministry leaders want their event promoted. Volunteers need reminders. Newcomers want to know how to get connected. Longtime members want updates on what's happening. And somewhere in the chaos, the most important messages get lost.
The truth?
Not everything deserves equal airtime. Not every event needs stage time. Not every ministry update belongs in the newsletter.
Your job isn't to say yes to everything. Your job is to communicate what matters most, in a way that makes people pay attention.
The 4-Tier Priority Framework
Here's how we've learned to filter what actually makes it into weekly communication. Use these four tiers to decide what gets the spotlight...and what doesn't.
Tier 1: Mission-Critical (The Spotlight)
These messages connect directly to your church's core mission and require immediate, widespread attention. They get stage time, social posts, emails...the full treatment.
What qualifies:
- Major sermon series launches or shifts
- Seasonal campaigns (Easter, Christmas, fall kickoff)
- Church-wide initiatives (capital campaigns, vision casting)
- Urgent spiritual formation opportunities (church-wide fasts, prayer initiatives)
- Stories of transformation that reinforce your mission
The filter: "Does this message align with what our church is trying to accomplish over the next 3-6 months?"
Tier 2: Ministry High-Impact (The Amplifier)
These are important ministry updates that impact a significant portion of your congregation, even if they're not church-wide.
What qualifies:
- Large ministry events (VBS, student camps, major outreach)
- Registration deadlines for popular programs
- Significant volunteer needs across ministries
- Ministry milestones worth celebrating
The filter: "Will 20% or more of our congregation actually care about this?"
Tier 3: Targeted Updates (The Right Audience)
These messages matter deeply...just not to everyone. They get targeted communication instead of broad channels.
What qualifies:
- Ministry-specific events (men's retreat, women's gathering)
- Niche volunteer needs (tech team, hospitality)
- Special interest groups (empty nesters, young professionals)
- Behind-the-scenes updates for core volunteers
The filter: "Who actually needs to know this, and what's the best way to reach them?"
Tier 4: Administrative or Optional (The Library)
These updates are available for those who want them, but they don't need to interrupt everyone's week.
What qualifies:
- Board meeting notes
- Policy updates
- Low-urgency administrative items
- Optional programs or opportunities
The filter: "Where can this information live so people can find it when they need it?"
How to Decide What Makes the Cut
Deciding between tiers sounds simple on paper. But what happens when a ministry leader is pushing hard for Tier 3 content to get Tier 1 treatment? Or when three different events all feel "mission-critical"?
Here's how we make those calls:
1. Look at the Bigger Picture
What's actually happening at your church this month? This quarter? If you're in the middle of a major sermon series about generosity, that's your Tier 1 priority. Everything else works around it.
Pull up your church communications calendar and see what's already planned. That context helps you say no with clarity, not guilt.
2. Ask Three Questions
For every communication request, run it through these:
- Does this advance our current mission focus? (If no, it's probably Tier 3 or 4)
- Who genuinely needs to know this? (If it's fewer than 20% of your congregation, it's Tier 3)
- What happens if they don't hear about this? (If the answer is "not much," it's Tier 4)
Honest answers make the decisions simpler.
3. Create Space for Spontaneity
Sometimes, a Tier 4 story becomes Tier 1 material. Someone shares a powerful testimony. A ministry has a breakthrough moment. God does something unexpected.
Leave margin in your schedule for those moments. But don't let the spontaneous become the standard...or you'll end up back in chaos.
4. Say No With Context
When you tell a ministry leader "this doesn't make Tier 1 this week," give them the why.
"Our focus is Easter prep, and that's taking priority."
"This feels like Tier 3 content...let's hit the targeted email list instead."
"We're already promoting three things this week, and adding more will dilute all of them."
Context turns rejection into collaboration.
What a Real Weekly Communication Plan Looks Like
Enough theory. Here's how this actually plays out week to week:
Week 1 Example: Major Campaign Launch
Tier 1: Easter 2024 campaign launch (stage, email, social, website)
Tier 2: Student ministry spring break trip registration (email, social, targeted text)
Tier 3: Men's breakfast reminder (targeted email)
Tier 4: Board meeting recap (blog post, link in newsletter)
Total channels used: 3 focused, high-impact messages
Result: Clear, consistent messaging that builds momentum
Week 2 Example: Regular Rhythm
Tier 1: Continuation of Easter series + baptism Sunday invitation (stage, social, email)
Tier 2: VBS volunteer sign-up deadline (email, social, targeted post to families)
Tier 3: Small group leader appreciation (targeted email)
Tier 4: Administrative updates (link in weekly newsletter)
Total channels used: 2 main messages, 2 supporting messages
Result: Sustained engagement without overwhelm
When Ministries Push Back (And What to Say)
Ministry leaders care passionately about their area. That's good. But passion can make it hard to accept when their event isn't getting the spotlight.
Here's how we've learned to handle those conversations:
The Pushback: "But this event is really important to our ministry."
The response: "It is important. That's why we want to give it the right platform so it actually reaches the people who care. If we promote everything equally, nothing gets heard."
The Pushback: "Other churches announce everything from stage. Why can't we?"
The response: "We're not other churches. Our congregation deserves clear, focused communication. That means making hard choices...and your ministry deserves those choices to be thoughtful, not just loud."
The Pushback: "We already advertised this. Why do I have to resubmit it?"
The response: "Because the calendar changes. Because other priorities emerged. Because communication is a living process, not a set-it-and-forget-it plan. Help me see how this fits into what's already scheduled."
Keep the conversation collaborative, not combative.
Build the Framework Together
Don't keep this framework to yourself. Share it with your team:
- Train ministry leaders on the tier system
- Add it to your communications request form
- Reference it when reviewing requests
- Celebrate when teams submit Tier 3 content for Tier 3 channels
A shared framework creates shared expectations. And shared expectations reduce weekly stress.
Tools That Make This Easier
Managing tier priorities gets messy when you're juggling spreadsheets, emails, and Slack messages. That's where a dedicated tool helps.
Communicate is built to support exactly this workflow...letting you prioritize messages, assign channels, and see the big picture all in one place. When your team submits a request, they can see how it fits into the broader plan.
No more guessing. No more scrambling. Just clear communication that serves your mission.
The Bottom Line
Your church doesn't need to communicate more. Your church needs to communicate better.
Use this framework. Make the hard calls. And watch what happens when clarity replaces chaos.
Want to put this into action? Start planning your church communications with Communicate — the only church communications calendar built just for ministry teams.
FAQs
Q: How do we balance urgent ministry needs with planned priorities?
A: Keep one "urgent slot" available each week for true crises. Everything else follows the tier system. If urgent becomes the standard, it's time to reassess your planning timeline.
Q: What if our church is too small for this kind of system?
A: Small churches benefit most from focus. You might only have one message per week. That's okay. Use the tier system to decide what that one message should be, and communicate it well across all channels.
Q: How often should we review and adjust our priority tiers?
A: Quarterly. Sit down with leadership and ask: "What are we trying to accomplish over the next three months?" Then align your Tier 1 communications to support that mission. The framework stays the same...the priorities shift with your seasons.
