A Communication Primer

Sharpening Your Communication Efforts

Tuesday, July 26, 2011

Let’s communicate!

God who wrote your words:on tablets of stone with fingers of fire.

God who gave your word:the chief cornerstone with hands of flesh.

Help us who write:with fingers of flesh through sparks of fire

to break open hearts of stone.

Prayer for Communicators

-- The Rev. Jan Nunley

Today’s workshop

•Theory•Strategy•Practices•Discussion

How do you communicate?

Defining Communication

Communication: the exchange of ideas,

messages or information, as by speech, signals or writing

Communication: two-way process of reaching mutual understanding, in which participants not only

exchange information, but also create and share meaning

Communication

Communion

Communicant

Community

Communication

What are we trying to do when wecommunicate?

InformingIncluding

InstructingInspiring

Yvon Prehn, “The Five Steps of Effective Church Communication and Marketing

ConnectingInforming

Spurring Action

Drive actionAffect change

Communication TheoryTuesday, July 26, 2011

The Communication Scale

Awareness

Understanding

Commitment

Action

Communications Scale

•Awareness• Do I know about something?

• Have I heard about it?

•Understanding• I understand the subject

• I understand its impact/relevance/ impact on me

Communications Scale

•Commitment• I both understand and agree

• I am committed to the information

•Action• I am ready to do something with this

information

• I will advocate your position/belief

The Communication Scale

Awareness

Understanding

Commitment

Action

Think about end resultWhat do you want

your audience to do with the information

they’re hearing?

Understand the call to action

Think about end result

•What do they need to know?•Is what you’re communicating

helping them understand?•Does what you’re sharing provide

the information necessary to take action?

Understand Your Audience(s)

Who are they?

What do they need from you?

How do they preferto hear from you?

Current position?

Level of understanding?

Internal orExternal?

How to understand audience needs?

Ask them!

Think Like Your Audience

Segment by audience

View from their

perspectiveUnderstand

“Know Nothings”

Most important stuff first

Test it out with others

Communication StrategyTuesday, July 26, 2011

When communication gets strategic...

...your message gets heard!

Communicatorsshould be partof any strategicplanning process

Communication Strategy

•Overall communications strategy• principles that guide how your

organization communicates

•Project communication strategy• plan behind how to communicate a

specific topic, subject or program

Overall Strategy

•Communication Values• The “hows” of your communication

• How you see your church/ministry

• How you will present information

• How you balance inspiration and information

• Your core messages

Overall Strategy

•Communication Vehicles• Outline what you use to communicate

• newsletters, websites, bulletins, etc.

• Identify how they are used, and for what

• Standardize style, graphics, etc.

• Again, your core messages

“Project” Strategy Development

Event •Build involvement•Call to action

•Attend an event•Make a donation•Buy a product

Issue•Build understanding•Change behavior•Shape attitudes

•Understand position•Commit to change•Advocate for cause

Event vs. Issue Strategies

“Project” Strategy

•Strategy development similar for both event and issue communications

•Make sure how you will communicate is part of up-front planning

The Communication PlanPurpose

Background Objective

Audience IdentificationStrategy

Key MessagesTactics

TimelineBudget

The Communication Plan

Purpose What this communication effort will do

Objective If this happens as planned, what change will it affect?

BackgroundIdentification of what led to communication need...why you’re doing it

Audience identification

What different constituencies are we trying to reach?

Strategy(ies) A statement of the “big picture how”

Key messagesThe information you wish to impart; major points; positioning; key facts; etc.

TacticsSpecific communication activities that are part of the plan

Timing Details on how and when communication will flow

Budget What this communication project will cost

Communication Strategy

•Provides consistency of message•Ensures audiences needs are met•Defines frequency•Agreed-upon plan that everyone

can work from

The Communication PlanPurpose

Background Objective

Audience IdentificationStrategy

Key MessagesTactics

TimelineBudget

Focus Your MessageTuesday, July 26, 2011

Get to the point!

Make it interesting.

WIIFM. Plain and simple.

Avoid “churchiness”

Fellowship

Ministry

Mission

Witnessing

Unchurched

Called

Lovefeast

Evangelism

Discernment

PrayerfulChief Elder

Words to be aware of when communicating

Make your language

sparkle

is the new creativity.*

*Kem Meyer

Clarity

Think like an outsider.

Write with the reader in mind.

Have someone elsereveiw it before sedning it.

Have someone elsereview it before sending it.

Stick to the facts.Dispense with the fluff.

Value people’s time.

Say less.

Beware informationOVERLOAD

Ensure consistency.

Remember thecall to action!

Writing Resources

The Associated PressStylebook

The Elements of Style(Strunk & White)

On Writing Well

Serious Communication Tools

Fun With Technology

Show me, don’t tell me

•Videos•Slide shows•Photo streams/

albums•Blogs•Social media

Show me with video

Video Quick Tips

•Good sound: use a microphone•Good light: look for good natural

light, or help nature out•Steady camera: avoid excessive

movement•Get to the point•Keep it short

Video Quick Tips

•Share it!• In your congregation

• Distribute DVDs

• Post online

• YouTube

• Vimeo

A picture says 1,000 words...

•Use photos to tell your story•Photograph people, happenings

and workings of your ministry•Share them everywhere

• Newsletters/bulletins

• Website

• Bulletin boards, etc.

Photo Tips

•Know your gear•Look for the light•Tell a story with your pictures

• Not everyone looking at the camera and smiling...

•Isolate your subject•Pick your best to share

Beyond your website

•Blogs• Wordpress/Blogspot

•Facebook Fan Pages•Twitter•Flickr•Issuu

Identifying and Mobilizing Talent

Who are you looking for?

•Writers and designers•Photographers and videographers•Computer/web experts•Advocates and ambassadors•Marketers•Human Resources professionals

Finding Talent

•Within congregation• Professionals• Hobbyists• Students

•External sources• College students• Friends of members• Resume builders

Finding Talent

•Identify your needs• Demonstrate need and impact

• Be specific as possible

• Identify commitment necessary

• Break it into small chunks

• Determine if individual or team effort

Mobilizing Talent

•Provide support• Materials, expenses, etc.

•Provide thanks• Little (and big) ways of saying,

“Thank You”

•Provide recognition• Give them public credit

Additional Communication

Resources

Less Clutter. Less Noise.by Kem Meyer

The Word Made Freshby Meredith Gould

Branding Faithby Phil Cooke

Design Resources

Non-DesignersDesign Bookby Robin Williams

Design Resources

Digital Photographer’sHandbookby Tom Ang

Design Resources

Get the Most From YourDigital Home Moviemakingby Peter Cope

Design Resources

www.bamagazine.com

Websites

Today’s workshop

•Theory•Strategy•Practices•Discussion

Discussion

Mike RiessExecutive Director

mike@mcnp.org610.867.7566, ext. 27

A Communication Primer - DioBeth...

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