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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COMMENTS

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Recent Comments
Psalm 94:19. I never noticed that! Thanks!
 
— Sammy Moore
 
Reading this article I am wondering how 'fatigue' Pastors interpret 2. Corr 1: 4-5 The words written by Paul aren't written for either Pastors or Christians but surely for all of us who are struggling daily in our Christian walk And Eccl 10-11, as support for Ps 94:19, surely gives us all encouragement that suffering is a privilege for being followers of Christ
 
— Kirsten, Reiner
 
That's a great question, David! At Auxano, we use a tool called the Vision Frame, and one side of that tool is Measures. We refer to Measures as "a set of attributes in an individual's life that define or reflect the accomplishment of a church's mission." In other words, a portrait of a disciple and definition of spiritual maturity. I'm sending you some additional materials. Also, take a look at another article on the Vision Room: http://visionroom.com/beyond-one-dimensional-scorecard-count-vertically-measure-horizontally/. Thanks for the comment!
 
— VRcurator
 

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