Reflecting on the mission of God helps communicators to shift our interest from only activities and products to telling the story of God’s mission in our day in a way that inspires the Church, God’s chosen partner in missions, to be involved.
The core of any good communication efforts is thinking about your audience. The world has changed. Communicators today have the privilege and responsibility to communicate to a highly globalized and therefore very complex audience but also, with increased access to the internet, to reach a very wide audience within a very short time in every part of the world – from the most largest most modernized cities to the most reserved and secluded corners of the world.
Technical expertise in media production and clear messaging is fundamental to successful external communication. However, this success will not stand if an organisation’s internal culture is not aligned. Messages both internally and externally must be synchronized and consistent.
Mission organizations fail to inspire the whole Church to join in God’s mission because they continue to undervalue and under-resource the contributions of missions journalists. But if they took journalism as a serious means of global education, it would radically shift global Church engagement in God’s mission.
“I know how you can tell this story,” I said to a colleague with a smile. “Someone did something that made a positive change among some group of people in some country, and it’s so amazing everyone needs to know about it!”
In 2012 I took a media team to a country in central Africa to get stories about Bible translation projects in the country. We stayed in a guesthouse at an educational institution, and nearby was a school for the students’ children.