Uncertainty takes many forms and exists across many different arenas within any organization. While I haven’t spent any significant time comparing, I venture to say no real difference exists between uncertainty in a church or any other work environment. It is possible that uncertainty within a church could carry more emotional consequences, as people’s feelings are going to be more invested in a religious organization. Nonetheless, uncertainty is an uncomfortable phenomena whether in Christian or secular organizations.
One of the most fascinating theories within all of communication studies is uncertainty reduction theory. Its title is self-explanatory; this theory explains how strangers aim to minimize what they do not know about each other to determine if there can be mutual approval. Practically speaking, when I meet new people, I may ask them where they are from, what their hobbies are, their job, likes, dislikes, etc. (just imagine a conversation you’ve had with someone on a blind date). They will likely ask me the same thing. Through this conversation, I and this new person will determine if we wish to further have conversations or a relationship. If, by reducing my uncertainties about them, I discover that they are not people I particularly have anything in common with, I will probably not seek a relationship with them, nor they with me. While this theory is applied to interpersonal communication, I believe it can also explain why people choose to attend or not to attend any given church.
If you think about it, what I claim here is really nothing groundbreaking. When people visit a church, they are going to ask questions to people they come in contact with, take notice of the decorations, seating arrangements, building structure, attitudes of those they come in contact with, teaching style, music style, etc. They will have entered the church building with certain questions, and they will exit with answers to many of their questions, thus reducing their uncertainty about the church. From the information they take in, they will begin to form their opinion of the church.
Church leaders, however, cannot control individual’s perceptions. It is beyond unreasonable to expect to prevent every bad thought from occurring in the minds of visitors. Therefore, I believe the pressure to make sure anyone who visits absolutely loves everything about your church should be lifted. People are going to think what they think. Some simply have unrealistic expectations – expectations that NO church can meet.
That being said, I do believe there are several ways that church leaders can position themselves, their buildings, and their followers to positively reduce the uncertainty of those who are new to or visiting the community. For example, as most of us know, visitors usually do not come to be ignored, nor do they come to be the center of attention. I believe it is important for church leaders (any position of leadership) to be on the lookout for visitors – and this typically happens. But at some point, new people also want to be allowed to just take in their surroundings without being bombarded with the same questions over and over again. If you notice person after person coming up to a visitor, it’s likely that they would appreciate a break from having to talk or listen. This doesn’t mean you ignore them, but I think it does mean you should give them an opportunity to catch their breath before becoming another name they are sure to forget.
And what about the building? We can’t possibly re-decorate or re-position the interior of our buildings every week or to meet the preferences of every attendee. Rather, ask yourself, “What does our church set-up communicate?” Are you located in a downtown urban setting inhabited by hipsters, artists, post-moderns, etc? A suburb with young families? A college town with frat boys, intellectuals, and internationals? You can’t expect to get these people through the doors without something with which they’ll connect. What is the art style of your surrounding location? What is the area culture, heartbeat, vibe, and any other word you could include here? Match it (as long as it doesn’t go against scripture). Find a way to tap into what is already going on around your church setting. Doing so communicates that your community is not an elite group that requires knowing someone, being super spiritual, or even owning a bible to check it out.
In many ways, visitors may not initially connect with church leaders, at least if these guests are not Christians. And even if they mesh just fine with a leader the moment they walk through the door, they will likely find more “non-leaders” whom they are comfortable with. It is therefore crucial that those within your community who do not necessarily hold a leadership position in the church know how to positively reduce a visitor’s uncertainty. The main thing this really takes is the ability to say hello and be a friend. It is, however, important for non-leaders to know what the church stands for biblically, how they practice this, and what they offer the community. In addition to the knowledge this will provide a visitor, a non-leader who knows what the church stands for biblically, communicates (very loudly, by the way) that the church is based on sound, clear, biblical teaching. If a non-leader knows this, it means the leaders have done a good job conveying their message.
These are just a few examples of ways that leaders can prepare their communities for positively reducing the uncertainty of a guest. Below, I’ll provide the uncertainties most visitors have when they enter a church, as well as a list of things church leaders and non-leaders should do.
Uncertainties of Visitors
• Will I like the people?
• Will I feel welcome?
• Will I feel comfortable during the worship?
• What do they teach/believe?
• Will I connect with anything there?
• Will it fit my needs?
• Are the people genuine?
• Will I want to go back?
How Church Leaders Can Positively Reduce Uncertainty
• Be clear in your church’s view of God
• Introduce yourself to guests and try to learn something about them
• Do not overwhelm visitors with tons of information
• Find ways to tap into & engage the culture of your surrounding community
• Make church goals/values visible (stationary, web, etc)
• Teach those in non-leadership positions what your church believes and why
How Non-Leaders Can Positively Reduce Uncertainty
• Be a friend
• If a crowd has gathered near a visitor, give them space.
• Be genuine
• Know where your church biblically stands (if you don’t, ask your leaders)
• Know what the church offers the community
