Intentional Communication

Every day, your church stewards thousands of moments of truth. Every time a member talks to a neighbor, someone drives by the church facility, a ministry email goes out, or Facebook page is liked, some interaction on behalf of the church has transpired. Every time these events happen, the church’s vision glows brighter or dims in the tiniest little increments. The leader’s role is to crank up the wattage. The visionary cares too much about the message to let it just blow in the wind, unattended. Rather, he grabs his message and affixes it to a kite for all to see.

This can happen only with a tremendous amount of intentionality in the complex discipline of church communications.

There are three places I recommend church leaders to start:

First, remember that you either grab attention or hold nothing.

Today we have more secondary screens than ever: iPads, and smartphones (in addition to our computers and TVs). Each of these digital portals, has multiple channels that each reach for attention. They wave at you, scream at you and entice you. If your church has something to say you have to compete with attention scarcity like never before.

Second, we must communicate vision visually.

Churches today pump out communications all day long and miss the opportunity to constantly reflect and reinforce the vision. Yes, your church needs to brand — it’s not a four-letter word imported from the corporate world. Branding is about taking your Kingdom Concept and Vision Frame, and communicating them with consistent consistency across all communication platforms. The baseline of your visual brand contains three components: Logo, tagline and graphic identity.

Third, church leaders can broadcast their position.

The use of organizational communication and marketing should never replace the essence of a missional heartbeat: a life-oriented, conversation-driven, love-lavished pursuit of those whom Jesus misses most. But Jesus’ famous sermon was not “ in the valley ” but “on the mount. ” Jesus positioned himself to broadcast his message. If we propose to advance the gospel in and through the culture, we can’t afford to see the cultural use of communication as an enemy but as an ally. Use of social media and even traditional marketing tools can be a powerful support to personal evangelism.

These are exciting times to steward the most important message to be heard.

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ABOUT THE AUTHOR

Will Mancini

Will Mancini

Will Mancini wants you and your ministry to experience the benefits of stunning, God-given clarity. As a pastor turned vision coach, Will has worked with an unprecedented variety of churches from growing megachurches and missional communities, to mainline revitalization and church plants. He is the founder of Auxano, creator of VisionRoom.com and the author of Church Unique: How Missional Leaders Cast Vision and Create Movement.

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Recent Comments
Doesn't the church exist to comfort the souls and consciences of believers? New or old design the focus should be Christ. A good test for this is to invite a group of non-believers [unchurched] as a focus group....show them the designs of churches and have them give their thoughts opinions to questions like this: + What type of business/organization do you think belongs in this place? + What is the first thing you think of when seeing this place? + This facility is designed to be a Christian church....What other uses would you imagine taking place here? Their answers should be enough to tell you how best to design a building that will be purposeful in delivering the central message of Christ-Crucified.
 
— Mac
 
So, they're building another one? Seriously? They're can't be anything right about that in America. There is currently over $238 Billion in church edifices in America sitting empty on average 164 out of 168 hours a week. And, you guys dare to preach about good stewardship? We need more edifices? Seriously? Isn't the reason they're still spending countless millions and millions more on new edifices is because they're incapable of working with other mega-star pulpiteers because of their EGO - Elmer Gantry Obsession? If mega-churches are so "successful" then why is the culture getting darker and darker by the day? What identifiable measures can you give beyond the attendance that they are having any real impact on the culture? Research shows we only remember 5% of what is lectured to us. Yet, these mega-churches center the greatest amount of time, energy, and money on getting people to answer a Sunday morning Simon Says cattle call to hear a lecture. Have an explanation? Please, wake up and smell the coffee. Take it Home where the heart is, where it started, and where it belongs!
 
— Pal's Pen
 
Thanks for posting.
 
— Oree McKenzie
 

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