Two years ago, we were honored to work alongside the National Association of Business Administration (NACBA) as they became The Church Network. Sure, we helped them change their name, but more importantly, we helped them change their brand.

A brand is more than a name, more than a logo, more than a website, and more than a gathering. It’s being known for something. For the Church Network, we realized the biggest benefit of membership is "Don’t Go It Alone." Of all the leaders in a church, business administrators understand that more is accomplished when a team of experts can lead you through the many twists of ministry.

Church communications is one of those complex paths. Don't try to do it alone.

Oh sure, you can try, but you’ll end up wasting money on employees who don’t fit your ministry, a website that doesn’t function properly, or a team of unfocused people that wants to change everything for the sake of "new and different." These are all costly mistakes.

Here are five surprising ways that "outsiders" help achieve effective church communications:

1. It's not only a church staff thing

We regularly talk to churches who are trying to figure out communications within their leadership. The first "outsiders" they should pursue? The congregation. They must have input into the communications. Great communication rises and falls on your audience; so consult with them. Ask and listen to them. Become their advocate.

2. Consider an outside communication consultant

Someone who's been in the field for years and understands the national church landscape. The value they'll bring is priceless. They know what works in other churches and what’s broken in yours. Fresh eyes help those issues and the solutions are easier (and accepted better) when they come from an outside consultant.

3. You need a creative director but probably can't afford one

Most churches need a mature creative voice who’s been there, likes engaging creatives, and knows what works and doesn’t when it comes to dreaming, designing, and strategy.

Because of budget limitations, your designer is probably too junior. You usually don’t need a full-time creative director. Hire the right person as a consultant. Reigning in and organizing your creative staff makes it worth it.

4. The communication team needs to engage "outsiders" on your leadership team

Beware of the communication team that doesn’t want leadership input, is known for saying "no" constantly, and isn’t engaging the entire staff. They must understand everyone’s ministry so they can empower their voices. Senior leadership also must be on board with the communication team, endorsing their ideas and truly listening for suggestions.

5. Finally, an effective church communications team must seek the outsider voice of the community

Your church can’t just talk internally to those who regularly attend if you want growth. Passionately pursue and understand your non-church community. Communicate to them too. Striking this balance is the ultimate test of your communication’s team.