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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
Tuesday, July 26, 2011
Today’s workshop
•Theory•Strategy•Practices•Discussion
Tuesday, July 26, 2011
How do you communicate?
Tuesday, July 26, 2011
Let’s communicate!
Defining Communication
Communication: the exchange of ideas,
messages or information, as by speech, signals or writing
Tuesday, July 26, 2011
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
Let’s communicate!
Communication
Tuesday, July 26, 2011
Let’s communicate!
Communion
Tuesday, July 26, 2011
Let’s communicate!
Communicant
Tuesday, July 26, 2011
Let’s communicate!
Community
Tuesday, July 26, 2011
Let’s communicate!
Communication
Tuesday, July 26, 2011
Let’s communicate!
What are we trying to do when wecommunicate?
Tuesday, July 26, 2011
Let’s communicate!
InformingIncluding
InstructingInspiring
Defining Communication
Yvon Prehn, “The Five Steps of Effective Church Communication and Marketing
Tuesday, July 26, 2011
Let’s communicate!
ConnectingInforming
Spurring Action
Defining Communication
Tuesday, July 26, 2011
Let’s communicate!
Drive actionAffect change
Defining Communication
Tuesday, July 26, 2011
Communication TheoryTuesday, July 26, 2011
Communication TheoryTuesday, July 26, 2011
Let’s communicate!
The Communication Scale
Awareness
Understanding
Commitment
Action
Tuesday, July 26, 2011
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
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
Let’s communicate!
The Communication Scale
Awareness
Understanding
Commitment
Action
Tuesday, July 26, 2011
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
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
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
Let’s communicate!
How to understand audience needs?
Ask them!
Tuesday, July 26, 2011
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
Communication StrategyTuesday, July 26, 2011
Let’s communicate!
When communication gets strategic...
...your message gets heard!
Tuesday, July 26, 2011
Let’s communicate!
Communicatorsshould be partof any strategicplanning process
Tuesday, July 26, 2011
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
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
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
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
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
Let’s communicate!
The Communication PlanPurpose
Background Objective
Audience IdentificationStrategy
Key MessagesTactics
TimelineBudget
Tuesday, July 26, 2011
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
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
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
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
Let’s communicate!
The Communication PlanPurpose
Background Objective
Audience IdentificationStrategy
Key MessagesTactics
TimelineBudget
Tuesday, July 26, 2011
Focus Your MessageTuesday, July 26, 2011
Let’s communicate!
Get to the point!
Tuesday, July 26, 2011
Let’s communicate!
Make it interesting.
Tuesday, July 26, 2011
Let’s communicate!
WIIFM. Plain and simple.
Tuesday, July 26, 2011
Let’s communicate!
Avoid “churchiness”
Tuesday, July 26, 2011
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
Let’s communicate!
Make your language
sparkle
Tuesday, July 26, 2011
Let’s communicate!
is the new creativity.*
*Kem Meyer
Clarity
Tuesday, July 26, 2011
Let’s communicate!
Think like an outsider.
Tuesday, July 26, 2011
Let’s communicate!
Write with the reader in mind.
Tuesday, July 26, 2011
Let’s communicate!
Have someone elsereveiw it before sedning it.
Tuesday, July 26, 2011
Let’s communicate!
Have someone elsereview it before sending it.
Tuesday, July 26, 2011
Let’s communicate!
Stick to the facts.Dispense with the fluff.
Tuesday, July 26, 2011
Let’s communicate!
Value people’s time.
Say less.
Tuesday, July 26, 2011
Let’s communicate!
Beware informationOVERLOAD
Tuesday, July 26, 2011
Let’s communicate!
Ensure consistency.
Tuesday, July 26, 2011
Let’s communicate!
Remember thecall to action!
Tuesday, July 26, 2011
Let’s communicate!
Writing Resources
Tuesday, July 26, 2011
Let’s communicate!
The Associated PressStylebook
Tuesday, July 26, 2011
Let’s communicate!
The Elements of Style(Strunk & White)
Tuesday, July 26, 2011
Let’s communicate!
On Writing Well
Tuesday, July 26, 2011
Serious Communication Tools
Tuesday, July 26, 2011
Fun With Technology
Tuesday, July 26, 2011
Let’s communicate!
Tuesday, July 26, 2011
Let’s communicate!
Tuesday, July 26, 2011
Let’s communicate!
Tuesday, July 26, 2011
Let’s communicate!
Show me, don’t tell me
•Videos•Slide shows•Photo streams/
albums•Blogs•Social media
Tuesday, July 26, 2011
Let’s communicate!
Show me with video
Tuesday, July 26, 2011
Let’s communicate!
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
Let’s communicate!
Video Quick Tips
•Share it!• In your congregation
• Distribute DVDs
• Post online
• YouTube
• Vimeo
Tuesday, July 26, 2011
Let’s communicate!
A picture says 1,000 words...
Tuesday, July 26, 2011
Let’s communicate!
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
Let’s communicate!
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
Let’s communicate!
Beyond your website
•Blogs• Wordpress/Blogspot
•Facebook Fan Pages•Twitter•Flickr•Issuu
Tuesday, July 26, 2011
Identifying and Mobilizing Talent
Tuesday, July 26, 2011
Let’s communicate!
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
Let’s communicate!
Finding Talent
•Within congregation• Professionals• Hobbyists• Students
•External sources• College students• Friends of members• Resume builders
Tuesday, July 26, 2011
Let’s communicate!
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
Let’s communicate!
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
Additional Communication
Resources
Tuesday, July 26, 2011
Let’s communicate!
Books
Less Clutter. Less Noise.by Kem Meyer
Tuesday, July 26, 2011
Let’s communicate!
Books
The Word Made Freshby Meredith Gould
Tuesday, July 26, 2011
Let’s communicate!
Books
Branding Faithby Phil Cooke
Tuesday, July 26, 2011
Let’s communicate!
Design Resources
Non-DesignersDesign Bookby Robin Williams
Tuesday, July 26, 2011
Let’s communicate!
Design Resources
Digital Photographer’sHandbookby Tom Ang
Tuesday, July 26, 2011
Let’s communicate!
Design Resources
Get the Most From YourDigital Home Moviemakingby Peter Cope
Tuesday, July 26, 2011
Let’s communicate!
Design Resources
www.bamagazine.com
Tuesday, July 26, 2011
Let’s communicate!
Websites
Tuesday, July 26, 2011
Let’s communicate!
Websites
Tuesday, July 26, 2011
Today’s workshop
•Theory•Strategy•Practices•Discussion
Tuesday, July 26, 2011
Let’s communicate!
Discussion
Tuesday, July 26, 2011
Let’s communicate!
Tuesday, July 26, 2011
Let’s communicate!
Mike RiessExecutive Director
mike@mcnp.org610.867.7566, ext. 27
Tuesday, July 26, 2011
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