Communication Department

ITS WORK AND MISSION

Table of Contents1. Introduction to Communication

Department2. Strategic Plans 2014-20183. Duties of Communication Secretary4. Web-based Technologies for Ministry 5. Adventist Identity and Media Standards6. Communication Advisory

Introduction to Communication

Department

History“In 1912, the Adventist Church world headquarters hired Baltimore Sun newspaper reporter WalterBurgan to establish the Bureau of Press Relations, the precursor to today’s Communication department.Church administrators realized they needed help in responding to the media’s attacks on church doctrines.Leaders realized the importance of having a specialized professional to respond to media—someone whocould speak their language.” ANN Style Guides 2014

Purpose

To create a favourable image of the church, its mission, life, witness and related activities by using the most effective means of communication.

Theme

“Building bridges of hope.”

A Communication Director

• Educates • Recruits• Trains• Produces

Responsible for

WebsitesPrintingMarketing and AdvertisingPhotography Video Production

ReporterGraphic DesignerPublic RelationsMedia LiaisonImage GuardianInformation Technology

Andre Brink

“But to sum it up, I’d say that someone who serves as a

director of communication is really just a brand

advocate.”

What is a Brand?

“a person’s gut feeling about a product, service or company.”

“a brand is not what YOU say it isIt’s what THEY say it is.”

The Church Communicator

Successful church communicators are attuned to the pulse of their church and the culture outside of the church and strategize ways to build bridges from their community to the church.

The Church Communicator

They are passionate about the church’s vision and care about how it translates to people inside and outside of the church. They defend it. They design it. They care about it. It keeps them awake at night and is a reason for them to get out of bed in the morning.

John Jantsch

“Branding is the art of becoming knowable, likeable, and trustable.“

"Your life bears a message. A message of hope and redemption. But, before people in your world encounter your message, they encounter you."

Kem Meyer

Your church has a message. A message of truth, hope and purpose. But, before people in your congregation or community encounter that message, they encounter your church. Your job, as Communication Director, is to find the things in your church that attract people to the message and remove the things that repel them.

Strategic Plans2014 - 2018

Strategic Imperatives

1. Spiritual Growth and Unity2. Evangelism and Discipleship3. Youth Empowerment4. Stewardship and Development5. Quality of Life and Community

Impact

Spiritual growth and unity

#1 - Increased utilization of Adventist

identity standards

#1 - Increased utilization of Adventist identity standards

1. Increase the number of churches that put up signs with the current Adventist standards

2. Encourage churches to utilize the Adventist standards in their letterheads

3. Increase the number of churches that take advantage of the free website offered by Inter-American Division

4. Provide online resources that are relevant to each Department for Departmental Leaders and members to utilize

#1 - Increased utilization of Adventist identity standards

5. Ensure that we have email contact for each church

6. Utilize Google Calendar in order to allow members and leaders to subscribe to Conference and Departmental Calendar of Events

#2 - Communication Points Table

1. Establish a media grading system for all churches

#3 - Utilize radio programs to share the fundamental teachings of the church

1. Feature a fundamental doctrine on Lifeline at least once per month/quarter

2. Provide copies of each of our current radio programs on the Website

3. Establish the Pioneers of Faith program that feature local lay members who have given outstanding service to the church

Integrated Evangelism and Discipleship

#1 - Create opportunity for targeted and diversified

witnessing activities1. Conduct at least one online

evangelistic series2. Establish a Website for each of our

major evangelistic programs

Youth Empowerment

Youth Empowerment

1. Live Youth Forums2. Assist the Youth Department in re-

energizing interest in Morning Watch3. Radio Program for Youth

Stewardship and Development

#1 - Acquire hardware and software that will improve the

quality of service provided by the Communications Department

1. Acquire Professional still camera2. Creative Cloud Subscription3. New Webhost provider (unlimited space and

bandwidth)4. Handheld recorder5. Create new Website 6. Computers (Video/Audio)7. Headphone sets and Microphone for Recording8. Re-design studio for video production

#1 - Acquire hardware and software that will improve the

quality of service provided by the Communications Department

1.LCD Screen and speakers for Conference Board Room

2.Screen Recording Software3.Teleprompter4.Online Giving

 Education and Training

#1 - Educate members on effective use of media and technology for witnessing,

worship, fellowship and spiritual growth1. Departmental ticker --Ticking tips on Health and

Stewardship displayed on Website 2. “How-to” videos for each Department posted on

website3. Collaborate with NCU to provide certification

course in IICM4. Annual Training for Communication Secretaries

(Parish by Parish)5. Media Conference that facilitate exchange of ideas

on the use of technology in ministry

Quality of Life and Community Impact

#1 - Greater access to and sharing of information among local

congregations 1. Re-design of Conference Website to provide

more information for ministry2. Improve Weekly Advisory3. Increase our email contacts in each church

(Create map)4. Make provision for members to submit news

articles 5. Android App as a companion to website6. Central Focus Magazine

Communication Points TableITEM POINTS• Camcorder/Video Streaming 10• Certified Communication Secretary 10• Church Bulletin (Special Days) 5• Church/District Magazine 10• Church Sign with Current Logo 10• Church Sign 5• Church Website 10• Communication Committee 10• Computer/Laptop for Media 10• Elected Communication Secretary 5

Communication Points TableITEMS• Internet Connection 10• Facebook Page 8• P.A. System 5• Projector Screen 10• Projector/LCD 8• Sixteen Channel Snake 5• Still Camera 10• Trained Technician 7• Video Streaming 10• Weekly Advisory (Email) 5• Weekly Church Bulletin 8• Weekly Advisory (Letter) 4

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Grades

Grade 1 – 150 Points Grade 2 – 100 PointsGrade 3 – 50 Points

Goals

Grade 1 – 25 ChurchesGrade 2 – 100 ChurchesGrade 3 – All Churches

Roles and Functions of Local Church Communication Secretaries

Roles and Functions of Local Church Communication

Secretaries1. Knows and understands the Mission and Vision

statements of the Conference2. Knows and understands the Strategic Plans

(Conference)3. Collaborates with the Conference

Communication Director

Roles and Functions of Local Church Communication

Secretaries4. Ensure that information and reports on church

activities are communicated internally and externally.

5. Ensure media relationship and coverage of major church activities

6. Presents a favourable image of the Church

Roles and Functions of Local Church Communication

Secretaries7. Directs the writing, editing and printing of

church publications (Bulletins, Magazines)8. Ensures that church’s Website, Social Media

Accounts and Notice Boards are kept current9. Access and shares relevant information with

appropriate personnel

Roles and Functions of Local Church Communication

Secretaries10.Functions as the official photographer for the

church11.Produces or oversees the production of

PowerPoint, video or audio programmes for the church

12.Gathers and disseminates news, including announcements

Roles and Functions of Local Church Communication

Secretaries13.Ensure that the church sign, letterheads and

other relevant stationaries meet identity standards

14.Record for posterity people of interest15.Maintain a friendly, cooperative relationship

with other communication personnel16.Present periodic reports to the church

business meeting

Web-based Technologies for Ministry

Features of the New Website

• Content of the Website• About Us Section• Administrators• Departments• Districts and Churches• Media• Institution• Special Events• Resources• Church Events

• Weekly Advisory (Subscription and Archive)

• Calendar of Events• News Items

• Maintainability• Future• Prayer Request• Online Report Forms

Technologies that can assist in Ministry

• Cloud Storage• Google Drive• OneDrive• Dropbox

• Google Calendar • Google Forms, Docs• Skype and other online meeting software• Video Streaming (LiveStream, Ustream)

Social MediaTwitterFacebook YouTubeLinkedInFlickrWhatsAppGoogle+

Adventist Identity Standards

Identity Standards• Correct Name • Seventh-day Adventist

• Abbreviation • Adventist• Not SDA or S.D.A.

Identity Standards

Logo and use of:

Identity StandardsLogo and use of:

WAYS ‘NOT’ TO USE LOGO

WAYS ‘NOT’ TO USE LOGO

Logo Colors

Letterhead

Envelope

Fonts

AdventAdvent BoldAdvent Italics

Church Signs

Crescent

ANN Style Guides• Newswriting answers six questions:

Who? What? When? Where? Why? and How?

• Write the most significant information first, and leave less significant details for later in the story.

• Most readers won’t read much of your story, so serve them by giving them the most important details first.

ANN Style Guides – News Stories

• Think, “If I had only one sentence to tell this story, what would I write?” That sentence is your lead sentence.

• Use quotes from your subjects and insert them into the story to validate a statement.

• Try to use at least three sources for your story—• people, charts, videos, policy books, etc.

What Stories to Report

• Speeches from church officials• president• secretary• treasurer

What Stories to Report• Significant actions of committees, boards or constituency meetings.• Trends in the denomination locally—membership, attendance, school enrollment, etc.• Financial matters—how much is contributed and how it's being spent.• Religious liberty developments – encouraging or otherwise.

What Stories to Report

• New personnel.• Awards.• New methods of outreach.• Church’s response or statement on social issues.• Deaths of leaders and prominent members.• Fun features about quirky ministries and personalities.

Prove your News is Newsworthy

University of Maryland journalism professor John Franklin said the job of a journalist is to report:-What happened-What it means

Prove your News is Newsworthy

Also, many readers will only read a sentence or two of a news story. So if they only read one sentence, serve them by making your leads tight and giving them the most important information: 1. What happened and 2. What it means (the significance).

Reporting Meeting and Speeches

Meetings and speeches are not news—what is voted at the meeting and what is said at the speech is news.Too often we see headlines such as:Leaders meet to discuss issuesorConference president speaks Saturday afternoon

Photographing newsChurch photojournalism is similar to government photojournalism or business photojournalism. It’s sometimeskind of a cliché, but often your pictures will fit into one of four categories: People at microphones Portraits File photo of institution People actually doing stuff

Writing effective headlines

Make sure your headlines contain a verb. Please don't write headlines that say “Sabbath School Ministries” or “Pathfinder Bake Sale.”

Communication Advisory

1. Purpose2. Format3. Sharing4. Subscription5. Update Profile

CJC Communication Department

Director:Damian Chambers

Assistant Director:Charles Bulgin

Website:centralja.org

Email:communication@centralja.org