The New York Times reported yesterday that churches are ramping up their external communications this holiday season to get butts in the pews.
The Times said the Collegiate Churches of New York has the most visible campaign. Its one million dollar campaign is tapping television, print, posters, the Web and reverse graffiti, which is power washing messages onto dirty sidewalks.
While the reverse graffiti is a novel approach—and the PR pro for these churches landed New York Times coverage—the million dollar campaign lacks two Web 2.0 elements.
The Web site is clean and easy to navigate, and lets visitors sign up for e-mail updates from the churches. There is also a link to the group’s Facebook page and embedded YouTube video of its TV commercial.
So what's missing from the site? A blog from the pastors and podcast of the Sunday sermon. For the church-goers in the PR Junkie audience, imagine reading a blog about how your pastor crafts his sermons and then listen to it—again or for the first time—right there on the site. Plus, congregants could discuss theology, or even banalities, with the pastor on the blog.
Related: Take a look at this Ragan article to see how one company that publishes religious texts and holds faith-based conferences is communicating to its employees. This internal campaign has several Web 2.0 examples.