Setting values for your department, even if you are a lay leader or sole staff person responsible for communications, is important in engaging your church staff and other lay leaders in understanding the purpose and mission of communications. It provides a framework for how you lead, and gives you permission to say "no" when necessary (see also Communications Request Forms). You are the torch-bearer. You, along with other senior staff, must help guide the way and be a strategic leader.
Example Communications Values
Christ Church’s Communication will…
- Reinforce that we are a unified church working toward a common vision, not a federation of sub-ministries.
- Be driven from the outside-in. That is, there will be a heavier emphasis communicating to those in the outside circles (community and crowd), and a progressively lighter emphasis toward those in the inner circles (congregation, committed, and core).
- Focus on the needs of our guests, not the needs of our ministries.
- We will ask more questions than we answer in communications--allowing people to absorb and seek on their own terms--drawing them into the content we have to offer.
- Deliver excellence in timeliness, accuracy, design, layout, and ease of use.
- Be simple and clear, eliminating unnecessary fluff or complicated content.
- Always be in a language, style, and method that is visible and understandable to the first-time guest.
- Not be fair, but instead will be appropriate based on ministry priorities. This means that “equal time” is not valued or considered.
- Be designed so that it reduces the noise in people’s lives and eliminates competition between ministries. Too much information can be just as dangerous as not enough. Therefore, we will provide the basic information for people to easily scan.
- Capitalize on our strength. Most people will connect to Christ Church for the first time through a worship service. Therefore, most of our communication resources will be expended on inviting people to worship services, and then helping them take their next step beyond the worship experience into community.
- Be sustainable. We won’t launch a deliverable (i.e. newsletter or web page) if we don’t have the systems and personnel to maintain it with excellence.
- Actively balance inspiration and information. Therefore, everything will be evaluated in context of the church; not just a ministry audience.