A Communication Primer - DioBeth newSpindiobeth.typepad.com/files/110727moraviancommunicationpresentatio… · A Communication Primer Sharpening Your Communication Efforts Tuesday,

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

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...



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



Books

Less Clutter. Less Noise.by Kem Meyer



Books

The Word Made Freshby Meredith Gould



Books

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


http://www.bamagazine.com

http://www.bamagazine.com


Websites



Websites


Today’s workshop

•Theory•Strategy•Practices•Discussion



Discussion





Mike RiessExecutive Director

[email protected], ext. 27


mailto:[email protected]

mailto:[email protected]

Documents

A Communication Primer - DioBeth newSpindiobeth.typepad.com/files/110727moraviancommunicationpresentatio… · A Communication Primer Sharpening Your Communication Efforts Tuesday,