Why is strategy important in church communications? First, let's define the term strategy:
Strategy: etymology: Greek "strategia" or generalship, from "strategos"
- The science and art of employing the political, economic, psychological, and military forces of a nation or group of nations to afford the maximum support to adopted policies in peace or
- A careful plan or method; a method worked out in advance for achieving some
Adapted from Merriam-Webster Online Dictionary, copyright © 2008 by Merriam Webster, incorporated
The Five Steps of Effective Church Communication and Marketing are: Invite, Inform, Involve, Instruct, and Inspire. Each one of these steps has many communications that work together to take people from outside the church and progressively move them to Christian maturity and to become disciples of Jesus, in other words, to fully fulfill the Great Commission. When you realize you need more than one or two church communications to change your world for the Kingdom of God, you are in a position similar to that of a general looking at the overview of his battle plans and resources. He knows the objective is to win the battle, he can see the territory that needs to be captured, but the general also knows that it will take more than an overview to get from where the army is to where the army needs to be to declare victory. It takes strategy.
You also need strategy in your communication ministry: "the science and art of employing.....maximum support to adopted policies...a careful plan ...a method worked out in advance for achieving some objective" to make the communications you create practical and useful for your church.
We have objectives far more eternally significant than the capture of a beach or bridge. We want to enable the people in the mission field entrusted to us to come to know Jesus as Savior and all our people to become mature in Christ.
Later in the book, here is an excerpt from the strategy of Multi-channel communications
We are living in a time of great communication transition
We need to keep this transition time in mind as we consider the various channels of church communication. A few hundred years from now, things may settle down a bit and everyone will perhaps receive messages beamed wirelessly into their brain stem in a way that can be turned on and off with the blink of an eye, but right now we are in the midst of the biggest communication revolution in the history of humanity and this revolution floods us with communication options of every kind.Continue Reading