Church of Scotland

Communication

Strategy

A presentation for use in developing a

communication strategy for a

congregation/presbytery

ContentContent

Introduction Introduction Church of Scotland communication Church of Scotland communication

strategystrategy Connect 2009/10Connect 2009/10 ExerciseExercise

Hebrews 13: 16Hebrews 13: 16

But to do good and to communicate But to do good and to communicate forget notforget not

King James VersionKing James Version

And do not forget to do good and to And do not forget to do good and to share with othersshare with others

New International VersionNew International Version

What is communication?What is communication?

The exchange of The exchange of thoughts, thoughts, messages, or messages, or information, as information, as by speech, by speech, signals, writing, signals, writing, or behavior.or behavior.

C of S Communication Strategy: C of S Communication Strategy: Communication beyond the Church of Communication beyond the Church of

ScotlandScotland We will see beyond ourselves, be more accessible We will see beyond ourselves, be more accessible

to those who are not engaged with the Church, to those who are not engaged with the Church, encourage the enquirer and communicate in encourage the enquirer and communicate in ways which are direct and inclusive:ways which are direct and inclusive: By understanding the perspectives of people By understanding the perspectives of people

who are currently not engaged with the Churchwho are currently not engaged with the Church By developing effective relationships with the By developing effective relationships with the

media and giving them newsworthy storiesmedia and giving them newsworthy stories By nurturing able communicators By nurturing able communicators

We will celebrate our life as part of the whole We will celebrate our life as part of the whole Church of Jesus Christ, in the UK and throughout Church of Jesus Christ, in the UK and throughout the world:the world: By communicating with our sister and partner By communicating with our sister and partner

churcheschurches By understanding differences of language, By understanding differences of language,

culture and organisation.culture and organisation.

C of S Communication Strategy: C of S Communication Strategy: Communication within the Church of Communication within the Church of

ScotlandScotland

We will achieve and maintain effective We will achieve and maintain effective communication within the Church of communication within the Church of Scotland and encourage understanding Scotland and encourage understanding and respect at all levels:and respect at all levels: By consulting proactively on issues that affect By consulting proactively on issues that affect

different parts of the Churchdifferent parts of the Church By establishing and maintaining mechanisms By establishing and maintaining mechanisms

for good communicationfor good communication By developing and implementing By developing and implementing

communication planscommunication plans By using new and emerging technologies to aid By using new and emerging technologies to aid

communication.communication.

Who? - AudiencesWho? - AudiencesInternalInternalCongregations, church Congregations, church

members, adherents, members, adherents, ministers, elders, ministers, elders, chaplains, readers, chaplains, readers, deacons, parish deacons, parish assistants, project assistants, project workers, presbyteries, workers, presbyteries, the General Assembly the General Assembly and its councils, and its councils, committees and committees and agencies, central agencies, central departments and staffdepartments and staff

External External Ecumenical partnersEcumenical partners Partner churches overseasPartner churches overseas Non-Church goers/general Non-Church goers/general

publicpublic Other Churches and faith Other Churches and faith

organisations organisations Politicians – local and Politicians – local and

nationalnational Non-governmental Non-governmental

organisationsorganisations Voluntary organisations Voluntary organisations

Why? - contextWhy? - context The Church of Scotland is part of the universal church The Church of Scotland is part of the universal church

and collectively and individually, our primary mission and collectively and individually, our primary mission is to proclaim and live the Gospel.is to proclaim and live the Gospel.

In order to achieve our mission we need to In order to achieve our mission we need to communicate effectively, clearly and consistently the communicate effectively, clearly and consistently the work that the Church is doing as it lives the Gospel. work that the Church is doing as it lives the Gospel.

Different parts of the Church need to use the same Different parts of the Church need to use the same key messages so that our communications are key messages so that our communications are consistent and co-ordinated and we are seen to be consistent and co-ordinated and we are seen to be working together to achieve our goals, not as a working together to achieve our goals, not as a disparate group of churches, presbyteries, councils disparate group of churches, presbyteries, councils etc.etc.

We can achieve our objectives more effectively if we We can achieve our objectives more effectively if we operate in a culture of communication/sharing.operate in a culture of communication/sharing.

What? - MessagesWhat? - Messages

““The vision of the church of Scotland is to The vision of the church of Scotland is to be a church which inspires the people of be a church which inspires the people of Scotland and beyond with the Good news Scotland and beyond with the Good news of Jesus Christ through enthusiastic, of Jesus Christ through enthusiastic, worshipping, witnessing, nurturing and worshipping, witnessing, nurturing and serving communities.”serving communities.”

Panel on Review and Reform Report to the General Assembly Panel on Review and Reform Report to the General Assembly 20062006

What? - MessagesWhat? - Messages

The national Church of ScotlandThe national Church of Scotland A Christian, presbyterian organisationA Christian, presbyterian organisation Over 600,000 people are involved in the life of Over 600,000 people are involved in the life of

the Church of Scotland and they touch the lives the Church of Scotland and they touch the lives of many moreof many more

The largest charity in ScotlandThe largest charity in Scotland Serving and caring for the people of Scotland and Serving and caring for the people of Scotland and

beyond – especially the poor and the sickbeyond – especially the poor and the sick Caring for the natural worldCaring for the natural world Engaging and working with sister churches and Engaging and working with sister churches and

partners in Scotland and round the worldpartners in Scotland and round the world

Where?Where?We need to use the right communication tools to reach our We need to use the right communication tools to reach our

audiences: audiences: WebsiteWebsite Saint Andrew PressSaint Andrew Press Life and WorkLife and Work Church magazinesChurch magazines Council newslettersCouncil newsletters ExhibitionsExhibitions NoticeboardsNoticeboards BannersBanners Ministers’ mailings Ministers’ mailings TelephoneTelephone Face to faceFace to face Email Email ……we need to develop stronger two-way communication channelswe need to develop stronger two-way communication channels

When? – 24/7When? – 24/7

Church meetings – at all levelsChurch meetings – at all levels With the mediaWith the media With ourselvesWith ourselves In our communitiesIn our communities

Think laterally, show an interest in Think laterally, show an interest in each other’s work, share ideas and each other’s work, share ideas and resourcesresources

Connect 2009/10Connect 2009/10

2009 Scottish Government’s Year of 2009 Scottish Government’s Year of HomecomingHomecoming

2010 4502010 450thth Anniversary of the Anniversary of the Scottish ReformationScottish Reformation

2010 Centenary of the Edinburgh 2010 Centenary of the Edinburgh World Missionary ConferenceWorld Missionary Conference

The strategic priority for The strategic priority for 2009/10 is better 2009/10 is better communication to communication to

engage with:engage with: Those living locally but not directly Those living locally but not directly

connected with the Churchconnected with the Church Local, national and international Local, national and international

visitors and touristsvisitors and tourists Partner churches at home and Partner churches at home and

overseasoverseas

Discussion topics - Discussion topics - congregationscongregations

How is our congregation viewed by the wider How is our congregation viewed by the wider community around us, including community around us, including neighbouring churches?neighbouring churches?

What are the mechanisms we use to What are the mechanisms we use to communicate with the community?communicate with the community?

How effective are these? Is there room for How effective are these? Is there room for improvement? If so, what other options are improvement? If so, what other options are open to us?open to us?

Can we link with other churches in our area?Can we link with other churches in our area? Should we join Scotland’s Churches Scheme? Should we join Scotland’s Churches Scheme?

((www.churchesinscotland.co.uk)www.churchesinscotland.co.uk)

Discussion topics - Discussion topics - presbyteriespresbyteries

What channels of communication exist What channels of communication exist between Presbytery/ministers/congregations? between Presbytery/ministers/congregations? How effective are these channels?How effective are these channels?

How effective are channels of communication How effective are channels of communication with “121” and Charis House? with “121” and Charis House?

What role do Presbytery elders play in What role do Presbytery elders play in communication? Could this be developed?communication? Could this be developed?

Is there/should there be a Presbytery Is there/should there be a Presbytery Communications Officer? Communications Officer?

How does the Presbytery relate to the media? How does the Presbytery relate to the media? Could more be done in this direction? Could more be done in this direction?

Exercise - plan a Exercise - plan a strategystrategy

(see brainstorming guide (see brainstorming guide for more information)for more information)

1.1. Set objectivesSet objectives2.2. Decide on how to achieve Decide on how to achieve

objectivesobjectives3.3. Define audienceDefine audience4.4. Define timescaleDefine timescale5.5. Tactics – things we are going to doTactics – things we are going to do6.6. Resources neededResources needed7.7. Evaluation – how will we know Evaluation – how will we know

objectives have been achieved?objectives have been achieved?