Amanda Pelser… Ramblings of a Communications Director …

“I haven’t cared for much of what I’ve heard or seen – either on radio or television. Don’t get me wrong, I applaud the efforts of all the well intentioned people who believe in using the media to share a message of faith and hope with the culture. The problem is most of them just haven’t done it very well. …   I’ve discovered for the most part, these are good people with noble intentions, but held back by outdated and out of touch strategies that need to be ushered into the digital age.”

– Phil Cooke referring to Christian ministries usage of media in The Last TV Evangelist

I had the opportunity to watch the interview below live from ConversantLife.com with Brad Abare and Phil Cooke:

Church Marketing Gurus: Brad Abare & Phil Cooke from ConversantLife; on Vimeo.

Phil generously posted his most recent book, The Last TV Evangelist, online in a PDF format for free for 24 hours after the interview.  I’d read his previous book, Branding Faith, and found it very insightful and helpful with what I do at Southbrook.  I had this new book on my “want to read” list and this free copy came at the perfect time…  I settled in over the Thanksgiving holiday with several days off to read and plowed right through this book.

I’m a techie wanna-be.  I like trying out new software and hardware.  I like being an early adopter of new technology.  I like figuring out how we can “redeem” methods and ideas in our culture and use them to spread the Gospel.  It was almost like Phil was preaching to the choir.  I didn’t need to be convinced.  So, what made this book so great for me?

• Presentation of history of using media, specifically radio and TV, for the purpose of reaching our culture.
• Explanation of what “millenials” are looking for and how to reach this next generation.
• Well-formed reasoning for using new media in the context of the church and non-profits.

Here are some of my favorite and most thought-provoking quotes:

• If you want to reach a new generation, putting all your eggs in the traditional media basket is a mistake.
• The new media world is about connection, community, and conversation. It’s about being networked.
• If we don’t understand how to share our faith in the digital world, the church will continue its slide into irrelevance in the eyes of the culture.
  Back in those days, when radio and television – and even movies – were embraced by Christians, it was usually the preachers like Oral Roberts and Billy Graham that jumped into the deep end first. They didn’t really debate about the technology so much from a theological perspective, they just saw it as another opportunity for sharing the gospel. It was their vision for reaching mass audiences for evangelism that drove them to embrace radio and television with little hesitation.
• Take the time to teach your kids about life. Watch TV with them, see movies together, and help them discover how to navigate their place as a Christian in the culture.
• Remember the concept of common grace and start looking for God in the most unlikely places.
• You should reward innovation, not just success. …  If you manage your people by fear of failure, then failure is exactly what you’ll achieve.
  Every generation communicates in a dif erent way. It is no longer how we want to communicate with donors but rather how they want to communicate with us. And if we’re not ready, they’ll take their money elsewhere.
• Are we happy to sit back and watch other Christians damage our witness to the culture by producing lousy movies, or should we lovingly call them to a higher standard?
• How you present your message, and the medium you present it through has a significant impact on how that message is received.
• Yes, people turn away from the gospel. The rich young ruler walked away from Jesus. But just as with the rich young ruler, it would be better if the disconnect was because he couldn’t handle the message. Too often in religious media, the disconnect comes from well meaning but out of touch people whose inability to communicate creates an obstacle that’s impossible for the audience to overcome. They never even get to the message.  …  It’s not about compromising our message, it’s about respecting the audience enough to speak in a language and style they understand.
• No matter what happens, the content of the gospel should be the filter, not our poor or inept presentation of that content.
• In a media-driven culture, it’s not just who you are that counts, it’s how you are perceived. Further, if you don’t work to shape your perception, you’ll spend the rest of your life at the mercy of other people who will.
• This generation has seen the excess and rarely falls for it – a fact Christian media ministries are discovering right now.  …  It’s ultimately about authenticity, which in my experience is the defining characteristic of this generation.
• Be bold. Be innovative. Stop copying other people and explore the right format to showcase your gifts and talents – not look like someone else.
  But when the same thing is done over and over again, it simply loses its meaning.
• Our job as communicators is to see shifts in the culture and change and adapt accordingly so our message is as relevant now as it was yesterday – and will still be tomorrow.
• At the famous Cannes Advertising Festival in France in 2007, the hottest topic was programming content for mobile phones. Right now, that’s the most aggressively pursued media platform because of the sheer number of mobile devices throughout the world.
• Today, it’s not about how we communicate with the audience, it’s about how they communicate with us.
• Millenials want to discover the new, they want to start the trends – this is their unique difference.  …  This means that a new generation not only wants to respond, but they also want to create.
• Simplicity, clarity and lots of white space remain important elements of good design.
• If you don’t begin to control your perception, you’ll spend the rest of your life at the mercy of others who will.
• <Speaking of personality driven ministries>  But with the passing of that personality, some organizations are confronted with the need to change to a more corporate vision, where everything does not hinge on a single person.
• Today we’re dealing with a generation that tends to give, not to be noticed, but because it is the right thing to do.
• Right now, the digital media world isn’t about income, it’s about influence.
• Relate your message to something that matters to people. Keep it short. Find out the questions people are asking.
• From a communication perspective our world has transformed from a one-way model to a two-way, dynamic conversation.
• As the next generation searches for meaning, are we going to continue trying to control the message, or are we going to be more open – allowing the people a voice in how they communicate, relate, and respond?  …  Are you allowing your audience to influence your message? …  Are you acting on the feedback you’re hearing from your audience?  …  Today – media is about personalization.
• Stop thinking “mass” and start thinking “niche.” Small is the new big.
• It’s important to find the story that surrounds your life and ministry. What do people think of when they think of you? If you can pinpoint your own brand story – why you do what you do, who you really are, what your gifts and talents are, and what makes you different – then you can start to find the potential audience that would connect with your message.
• I’m shocked at the number of people that just keep doing the same thing year after year as if the direction of the ministry, audience numbers, response, income – whatever, will magically change. But getting from point A to point B doesn’t happen by accident. It happens by implementing a well thought out plan.
• Life is more about asking the right questions.
• Be open to change. Too many churches and ministries go through difficult times because they’re unwilling to experiment and try something new.
• Don’t chase trends, but study them to see where the culture is going.

This is a must read for anyone who leads a ministry, is involved in teaching in a ministry, or is involved in tech/communications in a ministry.  Well, what are you waiting for?  Go read this book!