In the world of mass communication, marketing, and media, we often spend so much time trying to get information in the hands of everyone, that we completely miss the opportunity to impact someone.
Are you missing a personal, intimate component to your church’s communication strategy?
There is an art to communicating. With so many different personalities, learning styles, and even unique ways messages are perceived, having your messages consumed and genuinely received is a challenge. Sometimes you really never know how well your messages are received and understood. That’s what makes having a well thought-out communication strategy so important. And, with such a strategy, you can become the type of communication artist that touches the hearts and minds of your members.
Today, we want to step away from group and sub-group communication thoughts and remind ourselves on how important it is to intentionally plan for, and take action on, personal one-on-one communication. We’ve found that personal communication speaks volumes to those who receive it. Here’s what it says:
- I’m Valuable! A simple text, email, or even handwritten note, sent directly to one of your leaders or members instantly says to them that they are valuable.
- I’m Cared For! When a note from you shows up in a person’s inbox, mailbox, or phone, the person receiving that message automatically feels connected to you and cared for. Of all the people you could have sent a note to, you decided to send it directly to them. Therefore, you care.
- I’m In! Let’s face it; many of us want to feel like we belong to something. There is a difference between technically “belonging to” and genuinely feeling like you are “in” a group or church. Personal one-on-one communication can influence this “I’m in” feeling more than any other single thing.
How much greater influence and leadership could you have if those you are communicating with felt valued, cared for, and a meaningful member of your team?
Our team counsels churches on one aspect of a church communication strategy known as communication intimacy. We challenge churches to think through ways they can increase the intimacy of their communication; without bogging them down so much that they miss out on opportunities to communicate important global messages. To do that, it takes a concentrated effort and commitment from your church administration and leaders to make personal communication as much a part of your communication activities as mass communication.
What’s Wrong with Mass Communication?
Now, some of you might be wondering why you can’t just send the same messages to everyone. Why not be unified? Let’s make sure everyone knows the same thing and has equal opportunity to participate and be informed. What’s wrong with that? What’s wrong with public verbal announcements in large settings? What’s wrong with asking everyone to participate to fulfill a need? What’s wrong with mass emails and newsletters? What’s wrong with having a consistent message to everyone?
Well, nothing is wrong with any of that. Believe it or not, there are far more “what’s right…” about ways you can leverage communication tools and methods than “what’s wrong…” phrases. But, we often help organizations understand how to leverage different types of communication to be more effective. Through having a vision for your communication strategy, a plan for executing the strategy, and a process for equipping your team leaders to embrace the strategy, you will be able to wake up every morning and thank God for the engaged, active membership that He’s entrusted to you and your church.
Take steps today to build-in personal, one-on-one communication techniques into your communication strategy. Schedule or task yourself with using personal communication in your daily and weekly efforts to shepherd your brothers and sisters.