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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My husband and I are seeking a new church because we've recently moved. We've been shocked and dismayed to find so many unfriendly , closed congregations and pastors. We're servants who want to plug in and work alongside fellow believers. However, so far we've not found one church where the pastor is a humble leader and the members are friendly, willing servants. We're not new believers. We're seminary trained with hearts for the lost. Willing, able and called. So far the Lord has not directed us to the church of His choice. It's no wonder America is in the shape it's in when our churches are closed social groups, not open, welcoming , loving brides of Christ.
 
— Cheryl
 
I've been in my Methodist church for over 30 years, but I still HATE the greeting time. I'm shy and dont like shaking hands with people I don't know, especially people who have just coughed or sneezed into their hand - gross! Even worse is being forced to say something like "peace be unto you" (which I would NEVER say in my daily life), it seems pompous, highly unnatural and pointless. I really wish they would stop this. But I stay there for other reasons.
 
— Anne
 
I think if you are drawn to God, you will not care about what church you go to as long as you are getting fed the true word of God. Most importantly is to go to church and get the biblical teaching and biblical worship that you seek.Another reason being that maybe you really don't want to go to church to begin with and if that is so, you will look for, and find any excuse you can muster up to not go anymore. If I am seeking a new church, I would look for one that teaches the true word of God, which can only be found in the holy Bible. And if that church does not beleive in Salvation through Jesus Christs' death on the cross, I would walk out immediately.
 
— Wayne Irons
 

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