Because the Christian gospel, the story of Jesus, which is the basis of the Great Commission is the only worthwhile and practically possible foundation upon which to do church communications.
Church communications is difficult and often thankless, underpaid, and under-resourced work. It is demanding, stressful, and repetitive. It has to be done for an audience that often doesn't want to hear what you have to say and if they do, they often don't like how you say it.
A love of technology, a desire to be recognized as a great graphic design artist, a brilliant and successful strategic communicator, or church marketing genius are not foundations that will hold you up working in church communications. Though earthly goals and skills can be useful in the tasks of church communications, if you do not have a foundation that reaches into eternity, it won't hold.
The Great Commission foundation is the rock-bottom belief that Jesus is God in the flesh, that he came to earth, died on the cross, rose from the dead, and that only by trusting in him, can people have their sins forgiven and spend forever with him. To share that message in its fullness, to move people from outside the church to become committed disciples is what it means to fully fulfill the Great Commission. To fully fulfill the Great Commission is what defines and motivates effective church communication.
If that is not your foundation, as the apostle Paul said, "If only for this life we have hope in Christ, we are to be pitied more than all men (I Cor. 15:19)."
To help you see how the Great Commission motivates effective church communication and to equip and enable you to do it is the purpose of this ministry. There are many great folks out there, both in the secular and Christian world who teach and focus on many aspects of technology and communication, and may the Lord bless them all as they contribute to equipping church communicators, but my focus and my way of evaluating church communications has at its core always asks this one question: are your church communications moving people closer to come to know Jesus and to grow up to maturity in Him?