Churches’ online ministries as strategic communication

Abstract

This article discusses the practices of Christian churches’ online ministries as acts of strategic communication, where the congregants’ needs and expectations are met, in a competitive market, without compromising the churches’ own identities. Six church leaders with a variety of denominational affiliations were interviewed for this study. Based on the interviews and previous research within the areas of strategic communication, marketization and marketing of religion, and online churches, a model is presented showing three main tracks along which online ministry may be considered. The first track is to consider it as a tool for branding and marketing, targeted at non-churchgoers, the second is to consider it as an additional service for existing congregants, and the third is to consider it in terms of a decentralized church. Although the primary reason for offering an online ministry may follow one of the three presented tracks, the interviews indicate that more users take advantage of the content presented online than just the targeted audience.