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
Spot on. Great article. Thanks!
 
— Dave Corlew
 
I agree with several of these comments..unfortunately though many people look for a church that can give them something. Well if your view of a church is based on the building, and what the people in it can do for you...already you're bound to fail at finding a home church. 1 example given was not satisfactory child center. Maybe that's something you could do..be the change..there are countless studies based on follow the leader.. 1 person stand in a line, you don't even have to know what it's for, eventually others join..more and more.. if you make changes others like, more will join and help and before you know it,a full children's ministry has taken off. A church is only as strong or broken as all it's members together..because that's all the church really is..not a building you sit at for 2 hours 1 day a week before a race or football game.
 
— shawn
 
As I began to jot notes down about my organization specifically, I think it can become a kind of guiding document that focuses sharply on the "how". It can be a tangible, accessible foundation for everyday organizational reality in different terms than the Vision Proper. Of course, it is a living document that will be saturated with your vision frame (mission, metrics, etc.) and other elements of the Vision Pathway too. Especially when I see a focus on things like values, the constitution can allow you to define them even further and connect them to the operations of the organization. Even your least "big picture" staff/volunteers can grasp and internalize the result of what I interpret Edmonds is going for. It feels very practical. All that to say, I'm not entirely sure! I just ordered the book, so I hope to read through it soon and get a better idea. Thank you for responding.
 
— Jon Pyle
 

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