a communication primer - diobeth...
TRANSCRIPT
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A Communication Primer
Sharpening Your Communication Efforts
Tuesday, July 26, 2011
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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
Tuesday, July 26, 2011
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Today’s workshop
•Theory•Strategy•Practices•Discussion
Tuesday, July 26, 2011
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How do you communicate?
Tuesday, July 26, 2011
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Let’s communicate!
Defining Communication
Communication: the exchange of ideas,
messages or information, as by speech, signals or writing
Tuesday, July 26, 2011
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Let’s communicate!
Defining Communication
Communication: two-way process of reaching mutual understanding, in which participants not only
exchange information, but also create and share meaning
Tuesday, July 26, 2011
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Let’s communicate!
Communication
Tuesday, July 26, 2011
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Let’s communicate!
Communion
Tuesday, July 26, 2011
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Let’s communicate!
Communicant
Tuesday, July 26, 2011
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Let’s communicate!
Community
Tuesday, July 26, 2011
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Let’s communicate!
Communication
Tuesday, July 26, 2011
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Let’s communicate!
What are we trying to do when wecommunicate?
Tuesday, July 26, 2011
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Let’s communicate!
InformingIncluding
InstructingInspiring
Defining Communication
Yvon Prehn, “The Five Steps of Effective Church Communication and Marketing
Tuesday, July 26, 2011
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Let’s communicate!
ConnectingInforming
Spurring Action
Defining Communication
Tuesday, July 26, 2011
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Let’s communicate!
Drive actionAffect change
Defining Communication
Tuesday, July 26, 2011
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Communication TheoryTuesday, July 26, 2011
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Communication TheoryTuesday, July 26, 2011
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Let’s communicate!
The Communication Scale
Awareness
Understanding
Commitment
Action
Tuesday, July 26, 2011
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Let’s communicate!
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
Tuesday, July 26, 2011
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Let’s communicate!
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
Tuesday, July 26, 2011
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Let’s communicate!
The Communication Scale
Awareness
Understanding
Commitment
Action
Tuesday, July 26, 2011
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Let’s communicate!
Think about end resultWhat do you want
your audience to do with the information
they’re hearing?
Understand the call to action
Tuesday, July 26, 2011
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Let’s communicate!
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?
Tuesday, July 26, 2011
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Let’s communicate!
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?
Tuesday, July 26, 2011
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Let’s communicate!
How to understand audience needs?
Ask them!
Tuesday, July 26, 2011
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Let’s communicate!
Think Like Your Audience
Segment by audience
View from their
perspectiveUnderstand
“Know Nothings”
Most important stuff first
Test it out with others
Tuesday, July 26, 2011
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Communication StrategyTuesday, July 26, 2011
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Let’s communicate!
When communication gets strategic...
...your message gets heard!
Tuesday, July 26, 2011
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Let’s communicate!
Communicatorsshould be partof any strategicplanning process
Tuesday, July 26, 2011
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Let’s communicate!
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
Tuesday, July 26, 2011
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Let’s communicate!
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
Tuesday, July 26, 2011
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Let’s communicate!
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
Tuesday, July 26, 2011
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Let’s communicate!
“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
Tuesday, July 26, 2011
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Let’s communicate!
“Project” Strategy
•Strategy development similar for both event and issue communications
•Make sure how you will communicate is part of up-front planning
Tuesday, July 26, 2011
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Let’s communicate!
The Communication PlanPurpose
Background Objective
Audience IdentificationStrategy
Key MessagesTactics
TimelineBudget
Tuesday, July 26, 2011
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Let’s communicate!
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
Tuesday, July 26, 2011
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Let’s communicate!
The Communication Plan
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.
Tuesday, July 26, 2011
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Let’s communicate!
The Communication Plan
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
Tuesday, July 26, 2011
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Let’s communicate!
Communication Strategy
•Provides consistency of message•Ensures audiences needs are met•Defines frequency•Agreed-upon plan that everyone
can work from
Tuesday, July 26, 2011
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Let’s communicate!
The Communication PlanPurpose
Background Objective
Audience IdentificationStrategy
Key MessagesTactics
TimelineBudget
Tuesday, July 26, 2011
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Focus Your MessageTuesday, July 26, 2011
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Let’s communicate!
Get to the point!
Tuesday, July 26, 2011
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Let’s communicate!
Make it interesting.
Tuesday, July 26, 2011
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Let’s communicate!
WIIFM. Plain and simple.
Tuesday, July 26, 2011
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Let’s communicate!
Avoid “churchiness”
Tuesday, July 26, 2011
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Let’s communicate!
Fellowship
Ministry
Mission
Witnessing
Unchurched
Called
Lovefeast
Evangelism
Discernment
PrayerfulChief Elder
Words to be aware of when communicating
Tuesday, July 26, 2011
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Let’s communicate!
Make your language
sparkle
Tuesday, July 26, 2011
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Let’s communicate!
is the new creativity.*
*Kem Meyer
Clarity
Tuesday, July 26, 2011
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Let’s communicate!
Think like an outsider.
Tuesday, July 26, 2011
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Let’s communicate!
Write with the reader in mind.
Tuesday, July 26, 2011
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Let’s communicate!
Have someone elsereveiw it before sedning it.
Tuesday, July 26, 2011
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Let’s communicate!
Have someone elsereview it before sending it.
Tuesday, July 26, 2011
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Let’s communicate!
Stick to the facts.Dispense with the fluff.
Tuesday, July 26, 2011
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Let’s communicate!
Value people’s time.
Say less.
Tuesday, July 26, 2011
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Let’s communicate!
Beware informationOVERLOAD
Tuesday, July 26, 2011
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Let’s communicate!
Ensure consistency.
Tuesday, July 26, 2011
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Let’s communicate!
Remember thecall to action!
Tuesday, July 26, 2011
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Let’s communicate!
Writing Resources
Tuesday, July 26, 2011
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Let’s communicate!
The Associated PressStylebook
Tuesday, July 26, 2011
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The Elements of Style(Strunk & White)
Tuesday, July 26, 2011
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On Writing Well
Tuesday, July 26, 2011
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Serious Communication Tools
Tuesday, July 26, 2011
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Fun With Technology
Tuesday, July 26, 2011
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Tuesday, July 26, 2011
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Tuesday, July 26, 2011
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Tuesday, July 26, 2011
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Show me, don’t tell me
•Videos•Slide shows•Photo streams/
albums•Blogs•Social media
Tuesday, July 26, 2011
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Show me with video
Tuesday, July 26, 2011
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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
Tuesday, July 26, 2011
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Video Quick Tips
•Share it!• In your congregation
• Distribute DVDs
• Post online
• YouTube
• Vimeo
Tuesday, July 26, 2011
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A picture says 1,000 words...
Tuesday, July 26, 2011
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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.
Tuesday, July 26, 2011
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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
Tuesday, July 26, 2011
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Beyond your website
•Blogs• Wordpress/Blogspot
•Facebook Fan Pages•Twitter•Flickr•Issuu
Tuesday, July 26, 2011
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Identifying and Mobilizing Talent
Tuesday, July 26, 2011
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Who are you looking for?
•Writers and designers•Photographers and videographers•Computer/web experts•Advocates and ambassadors•Marketers•Human Resources professionals
Tuesday, July 26, 2011
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Finding Talent
•Within congregation• Professionals• Hobbyists• Students
•External sources• College students• Friends of members• Resume builders
Tuesday, July 26, 2011
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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
Tuesday, July 26, 2011
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Mobilizing Talent
•Provide support• Materials, expenses, etc.
•Provide thanks• Little (and big) ways of saying,
“Thank You”
•Provide recognition• Give them public credit
Tuesday, July 26, 2011
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Additional Communication
Resources
Tuesday, July 26, 2011
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Books
Less Clutter. Less Noise.by Kem Meyer
Tuesday, July 26, 2011
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Books
The Word Made Freshby Meredith Gould
Tuesday, July 26, 2011
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Books
Branding Faithby Phil Cooke
Tuesday, July 26, 2011
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Design Resources
Non-DesignersDesign Bookby Robin Williams
Tuesday, July 26, 2011
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Design Resources
Digital Photographer’sHandbookby Tom Ang
Tuesday, July 26, 2011
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Design Resources
Get the Most From YourDigital Home Moviemakingby Peter Cope
Tuesday, July 26, 2011
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Design Resources
www.bamagazine.com
Tuesday, July 26, 2011
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Websites
Tuesday, July 26, 2011
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Websites
Tuesday, July 26, 2011
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Today’s workshop
•Theory•Strategy•Practices•Discussion
Tuesday, July 26, 2011
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Discussion
Tuesday, July 26, 2011
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Let’s communicate!
Tuesday, July 26, 2011