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According to an article by Barna Research, only "12% of Pastors Say They Are Very Effective in Encouraging Christians to Share Their Faith." (Barna, August 16, 2024) Can you believe that? 12%!? This data tells me we collectively have a significant communication problem in the big "C" Church. The data proves to me that our consumerism as a society has crept into our churches and has crippled us in our understanding of internal and external communications.

Internal (Organizational Communication): Building up of the saints.
External (Marketing Communication): Winning others to Christ.

Organizational Communication applies to internal leadership, vision casting, and fostering relationships within the church community. In the corporate world, whole departments heavily rely on organizational communication to effectively disseminate information internally with Executive staff when companies go through restructuring or in Human Resources when delivering employee benefit packages. To underestimate the importance of communication organizationally is to shortchange ourselves on the success of ministry. Analytics don't matter if there isn't structural support. Strong internal communication creates the foundation for external communication success.

Marketing Communication aligns with the call to evangelize and expand outreach using modern platforms like social media aimed at reaching the unchurched. To raise awareness. Clear and intentional communication is ESSENTIAL for ministry leaders to connect, inspire, and lead their communities well. And those communities include all nations. (Matthew 28:19-20 ESV) Why have we doubted? “And Jesus came and said to them, ‘All authority in heaven and on earth has been given to me. Go therefore and make disciples of all nations, baptizing them in the name of Father and the Son and of the Holy Spirit, teaching them to observe all that I have commanded you. And behold. I am with you always, to the end of the age.’”

Communication doesn't just start and stop with standing on a stage. It begins and ends in relationship.

Relationship is the binding glue that holds it all together for us as Christians.

The design nerd in me wants to take a second and define the word relationship.

Relationship, by definition, means:

• the way in which two or more concepts, objects, or people are connected, or the state of being connected.

"the study will assess the relationship between…"

Similar: connection, relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection

Definition from Oxford Languages

Seeing the term relationship defined reminds me of John 15:1-17

“I am the true vine, and my Father is the vinedresser. 2 Every branch in me that does not bear fruit he takes away, and every branch that does bear fruit he prunes, that it may bear more fruit. 3 Already you are clean because of the word that I have spoken to you. 4 Abide in me, and I in you. As the branch cannot bear fruit by itself, unless it abides in the vine, neither can you, unless you abide in me. 5 I am the vine; you are the branches. Whoever abides in me and I in him, he it is that bears much fruit, for apart from me you can do nothing. 6 If anyone does not abide in me he is thrown away like a branch and withers; and the branches are gathered, thrown into the fire, and burned. 7 If you abide in me, and my words abide in you, ask whatever you wish, and it will be done for you. 8 By this my Father is glorified, that you bear much fruit and so prove to be my disciples. 9 As the Father has loved me, so have I loved you. Abide in my love. 10 If you keep my commandments, you will abide in my love, just as I have kept my Father's commandments and abide in his love. 11 These things I have spoken to you, that my joy may be in you, and that your joy may be full.

12 “This is my commandment, that you love one another as I have loved you. 13 Greater love has no one than this, that someone lay down his life for his friends. 14 You are my friends if you do what I command you. 15 No longer do I call you servants,[a] for the servant does not know what his master is doing; but I have called you friends, for all that I have heard from my Father I have made known to you. 16 You did not choose me, but I chose you and appointed you that you should go and bear fruit and that your fruit should abide, so that whatever you ask the Father in my name, he may give it to you. 17 These things I command you, so that you will love one another.

Could it be that we have doubted or forgotten our call?

Could it be that we are neglecting our responsibility to steward resources well?

Could it be that relationships suffer because we have failed to see how we contribute to the problem?

Could it be that, as Christian leaders, our audience (flock) struggles to see how they are part of the story?

Could it be that we have been too excited about data, and people have become numbers, and ministry has become programs?

Could it be that we have failed to see the strategy behind effective communication, and connectedness has been lost to a last-minute to-do list?

Maybe we need to define how prioritizing communication can resolve these pain points. Here are 6 areas where communication may be overlooked:

1. Communication as a Biblical Mandate

• Scriptural foundation: In light of John 15, this brings clarity of calling. Our fruit, our communication, and our relationships will only thrive when we remain in Him. Remembering our call to make disciples of all nations should drive our motives as communicators to equip the saints to make disciples.

• God as the ultimate communicator: He communicates with humanity through His word, Jesus, and the Holy Spirit. "The word became flesh and dwelt among us" (John 1:14). "I am giving you a helper" (John 15:26). God continually communicates the importance of relationship and our relationship to Him.

• Responsibility of leaders: We know ministry leaders have the responsibility of sharing God's message clearly and authentically. That calling is a joy but can also be a burden, so our commitment to effective communication and relationship should be prioritized so that we may live above reproach and not live in ways that take advantage of grace or grieve the Spirit.

2. Building and Strengthening Relationships

• Fostering trust and connection: The role of communication in developing strong, trusting relationships with congregants, volunteers, and fellow leaders.

• Conflict resolution: Clear communication helps address misunderstandings and fosters reconciliation.

• Empathy and listening: Active listening and responding to the congregation's needs are essential to stewarding the flock well. We see Jesus continually present and asking edifying questions.

3. Vision Casting and Leadership

• Clarity of vision: How leaders articulate the church's mission and goals to inspire action and unity. Eliminate the guesswork.

• Motivating teams and volunteers: The role of communication in energizing and mobilizing volunteers to serve.

• Consistency in messaging: How consistency in communication across various platforms ensures that the vision remains clear and compelling.

4. Navigating Modern Channels of Communication

• Social media and online platforms: Digital communication is becoming increasingly important in today's ministry. Dare we say that our social media presence could impact our credibility?

• Multigenerational communication: Are we tailoring communication to the congregation's different age groups and cultural backgrounds and not prioritizing any one group or preference?

• Challenges and opportunities: The balance between in-person and digital communication in today's hybrid church model should not be considered a problem to solve but an opportunity to supplement in-person gatherings.

5. Effective Communication and Church Growth

• Outreach and evangelism: When done well, clear messaging can extend the church's reach beyond its four walls.

• Engagement and retention: Strong communication strategies keep members engaged and coming back. In return, the results should be evident in the members’ knowledge and ability to make disciples.

• Feedback loops: Using communication to receive and implement feedback from the congregation increases trust.

6. Practical Tips for Ministry Leaders

• Developing a communication strategy: The steps to creating a cohesive and effective communication plan for ministry start with you. Eliminate guesswork about priorities.

• Apply off-stage: Delivering messages with clarity and impact will follow you off the stage. How we lead and encourage communication among staff and leaders ultimately gives credit to our preaching. Organizational communication is just as important as marketing communication.

These six areas should be addressed collectively without prioritizing one over another. Isolating our efforts to just one or two areas can lead to neglect and imbalance, as each area is interconnected and contributes to overall success.

When we pair a passionate heart that cares for people knowing God with communication, design, marketing, and scriptural principles, we find ourselves showing up in spaces we'd never thought we'd reach.

Call to action: Reflect on your current communication practices and seek ways to improve them for the sake of your flock’s impact. Do you prioritize organizational communication as well as marketing communication? Do you see the need for either? Why or why not? Ask God to reveal areas of communication that you have not prioritized or entrusted to Him.