Notes on Telling Your Story

Notes from Breakout session #2 at Echo 2013

Communication Track > Telling Your Story: What Gets Communicated When & Where? > Dawn Nicole Baldwin


The recent explosion in technology is enough to make anyone’s head spin. We’re supposed to develop a social media strategy, a mobile strategy as well as a web strategy… not to mention print. If we’re not careful, we’ll end up exhausting ourselves trying to manage it all (not to mention overwhelm our audience). In this fast-paced, interactive session we’ll step back to look at how the pieces fit together to form a communication strategy as well as cover practical ways to: sharpen the focus of your communications, identify and reach your audience with greater impact, prioritize messaging, determine how multi-site campuses fit in the mix, and get the rest of the team on board.

Dawn Nicole Baldwin formerly worked at Willow Creek and Veggie Tales, now at Aspire One
What is the problem we’re trying to solve?

Where is the audience at today?

The editing process and having someone sift through the noise is important
  • The impact of information overload becomes numbing -> We only remember 10%
  • Only 1 in 5 people are super takers who  can multitask and not lose efficiency
  • Noise costs us lost connections and missed ministry opportunities
“The greatest challenge with communication is the illusion that it has occurred” ~ Charles Kettering
Know what is nice to know vs what the audience needs to know

Who are we serving
Where are we going 
What are we doing well

Important to communicate -> Why are we here? What would people miss if this ministry weren’t here ?

Who are you trying to reach? How are their needs changing? What is their mindset? What do they have in common? Even if they are diverse they must have something in common.

If you try to be all things to all people you end up being nothing to anyone

Endless opportunities do not make people more aware of the opportunities -> they convert into white noise

Awareness Test http://www.youtube.com/watch?v=oSQJP40PcGI

  • If you are concentrating on the number of passes made you might miss the moonwalking bear

What is the one big thing and how is this reinforced by secondary messages?
What are the common denominators and how do you focus on it?
(Example Lifetouch church.TV > start with one big thing instead of all the options)

Ministries end up competing with each other for the time and attention of the congregation

Create a system for prioritizing communications such as the Priority Matrix (#5 in the slide deck linked below)

  • Create categories for visibility > high / medium / light
  • Give examples that would fit in each category
  • Define the available tools for each category
Taking away crutches can actually increase effectiveness

Put the most resources into the main items > can be rotated to some extent
Needs to be rolled out by senior leadership -> “We are fundamentally changing how we are communication so we can be more effective”


A few links of interest:

To do:

  • Create a priority matrix

The Challenge

  • Buy in
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