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 God Dreams and Church Unique.

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Recent Comments
Your experience has given me hope. Thank you
 
— Lynn
 
Misguided member to be sure. Best course of action for pastors is to preach God's pure word, plant the seed, and God will bring the increase.
 
— Rick
 
This article reminds me of an experience I had. In my third year at the parish I pastor I needed to make some staff changes. During that process I was constantly praying for insight and enlightenment. Some old time parishioners did like that I was making these changes. They did not like the growth that was happening and did not want any change. This group parisioners decided to protest by only putting a dollar a week in the collection. The most incredible thing happened, during the weeks they were protesting the parish collection went up by over 5%. Now as any pastor can tell you all collections fluctuate, but while people are deliberately trying to hurt the parish or more to the point hurt me, this was a blessing. This reminded me that if I pray and I try to do what I believe God is telling me to do, God will take care or me and my people. Pastors that are trying to do God's will, put God's will first and don't be bullied by people trying to lead you away from God's will.
 
— Fr. James Wozniak
 

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