Communications Tip of the Week: Beware the “Pretty Empty Pews” Trap

It’s tempting, isn’t it? Church pews—often oak, often hand-carved—have beautiful lines that seem to beg to be photographed. And we do it. A lot. But take a quick tour of almost any Anglican church website or Facebook page, and you’ll see what I mean: pretty empty pews everywhere.

What’s the problem? For starters, these photos miss the opportunity to send a more hopeful, people-centred message. They can also unintentionally suggest that our buildings matter more than the community inside them.

Many of us grew up with the old finger rhyme: “Here is the church, here is the steeple, open the doors… and see all the people!”
Ultimately, the congregation is about the people, and that should be the focus.

Your website and social media are your church’s welcome mat for your wider community. They’re a chance to demonstrate that there’s truly a warm welcome waiting for newcomers if they can work up the courage to step inside. (More on that courage part and how your communications can cultivate a stronger atmosphere for it in a future tip of the week!)

Quick fix: Swap out (or balance) those empty-pew shots with photos that show people. Even if the pews aren’t full, there are people in them—and that’s a good message to send.

If you’re looking to revamp your website or revitalize your Facebook page and would like some tips and pointers, don’t hesitate to reach out to communications@dioceseofalgoma.com.

—Michelle Hauser, Communications Consultant
Anglican Diocese of Algoma