W e church communicator types spend a lot of time talking about who we are and what we’re supposed to be doing.
I’ll send an SOS to the world
I hope that someone gets my
message in a bottle.
– The Police
The problem is that many pastors and church leaders – many people – have idea myopia and need someone to help them find the story in the data, and figure out why others should care. Meanwhile, the person that is perhaps best equipped to help decipher these questions – the communication/marketing/design/creative person – often is not invited to the conversation, but is rather asked to simply manage a set of tools. We miss an opportunity for effective communication when we reduce the role to administrative support or worship support. The communication/marketing/design/creative position is a soft skill, and not just a hard skill, position. This person should be a leader who is vital to the mission of the church. Tim Schraeder discusses this point well in his post defining the director of communications position.
Of course, translating this function into a workable job title and job description can be difficult, because it’s an attitude, it’s often misunderstood, and the tools of the trade change over time.
(By the way, one of my soapboxes, dating back to my time at the Annenberg School for Communication, is that the job title should be singular – communication – rather than plural – communications. This minor distinction speaks philosophical volumes, because the plural reduces the task to the technical management of a toolset, while the singular correctly identifies it is a discipline.)
So my question is, what is the ideal job title for this vital ministry role? The ideal job description?
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