How to Reopen Church: Tips for Pastors

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TULSA, Okla., April 22, 2020 - As some churches look to reopen in the coming days, a Tulsa-based PR and marketing consultant is advising church administrators that one of the keys to success is a well-planned and executed communication program.

“In addition to taking the proper precautions for the health and well-being of worshipers, the difference between churches who successfully reopen and those who don’t will be good communication,” said Ryan Rex, a PR expert who has already helped a large church in Texas with its decision to hold services on Easter Sunday.

Rex said it’s vital churches start with clear and concise messaging about the steps being taken to reduce the risk of transmitting the virus among those who choose to attend services.

“The first step is to acknowledge the coronavirus and that its impact is real and serious,” Rex said. “And then outline what you’re doing to protect worshipers.”

Rex cited examples of precautions from other churches he’s worked with such as limiting seating to six-feet apart, propping open doors, removing shared resources like pens and bibles, and placing offering trays at exits.

He also advises churches to consider all of their potential target audiences and not limit communication to church members.

“Sometimes in the midst of a crisis, organizations tend to turn inward,” Rex said. “Now is not the time for that.”

Rex said audiences like public safety officials, neighbors, elected officials, social media followers and media are all important.

“One shot by a TV crew of two people hugging outside the entrance of your church will negate all the work you’ve taken to protect worshipers,” Rex said.

“The pulpit must truly be a bully pulpit to exhort attendees to practice social distancing.”

In addition to utilizing the pulpit, Rex suggests church administrators post signs throughout their facility that encourage social distancing. Additional signs near restrooms can remind people to wash their hands or use hand sanitizer, which he suggests the church provide.

Rex also advises pastors to post a “How-To-Attend Our Church” guide on their website and link to it from social media accounts.

The guide should note safety precautions taken by the church, as well as the church’s expectations of worshipers — starting with their arrival in the parking lot, continuing to the sanctuary, during service, and then back to their cars.

“I worked with a church in Houston that used this approach and held service on Easter Sunday,” Rex said. “It was a highly controversial decision, but they had church. Those present respected the need for social distancing, and the resulting media coverage was neutral to positive.”

Rex said he is not taking a position on whether churches should open, but suggesting those that do take seriously the responsibility to be a good community partner in defeating the virus.

And part of that responsibility includes thoughtful, well-planned communication.

“I know I miss my church and can’t wait to return,” he said.