Church of Scotland
Communication
Strategy
A presentation for use in developing a
communication strategy for a
congregation/presbytery
Content
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Introduction
Church of Scotland communication
strategy
Connect 2009/10
Exercise
Hebrews 13: 16
But to do good and to communicate forget not
King James Version
And do not forget to do good and to share with
others
New International Version
What is communication?
The exchange of
thoughts,
messages, or
information, as by
speech, signals,
writing, or
behavior.
C of S Communication Strategy:
Communication beyond the Church of Scotland
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We will see beyond ourselves, be more accessible to
those who are not engaged with the Church, encourage
the enquirer and communicate in ways which are direct
and inclusive:
 By understanding the perspectives of people who are
currently not engaged with the Church
 By developing effective relationships with the media
and giving them newsworthy stories
 By nurturing able communicators
We will celebrate our life as part of the whole Church of
Jesus Christ, in the UK and throughout the world:
 By communicating with our sister and partner
churches
 By understanding differences of language, culture
and organisation.
C of S Communication Strategy:
Communication within the Church of Scotland
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We will achieve and maintain effective
communication within the Church of Scotland
and encourage understanding and respect at all
levels:
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By consulting proactively on issues that affect
different parts of the Church
By establishing and maintaining mechanisms for good
communication
By developing and implementing communication
plans
By using new and emerging technologies to aid
communication.
Who? - Audiences
Internal
Congregations, church
members, adherents,
ministers, elders,
chaplains, readers,
deacons, parish
assistants, project
workers, presbyteries, the
General Assembly and its
councils, committees and
agencies, central
departments and staff
External
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Ecumenical partners
Partner churches
overseas
Non-Church
goers/general public
Other Churches and faith
organisations
Politicians – local and
national
Non-governmental
organisations
Voluntary organisations
Why? - context
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The Church of Scotland is part of the universal church
and collectively and individually, our primary mission is
to proclaim and live the Gospel.
In order to achieve our mission we need to communicate
effectively, clearly and consistently the work that the
Church is doing as it lives the Gospel.
Different parts of the Church need to use the same key
messages so that our communications are consistent
and co-ordinated and we are seen to be working
together to achieve our goals, not as a disparate group
of churches, presbyteries, councils etc.
We can achieve our objectives more effectively if we
operate in a culture of communication/sharing.
What? - Messages
“The vision of the church of Scotland is to be a
church which inspires the people of Scotland
and beyond with the Good news of Jesus Christ
through enthusiastic, worshipping, witnessing,
nurturing and serving communities.”
Panel on Review and Reform Report to the General Assembly 2006
What? - Messages
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The national Church of Scotland
A Christian, presbyterian organisation
Over 600,000 people are involved in the life of the
Church of Scotland and they touch the lives of many
more
The largest charity in Scotland
Serving and caring for the people of Scotland and
beyond – especially the poor and the sick
Caring for the natural world
Engaging and working with sister churches and partners
in Scotland and round the world
Where?
We need to use the right communication tools to reach our audiences:
 Website
 Saint Andrew Press
 Life and Work
 Church magazines
 Council newsletters
 Exhibitions
 Noticeboards
 Banners
 Ministers’ mailings
 Telephone
 Face to face
 Email
…we need to develop stronger two-way communication channels
When? – 24/7
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Church meetings – at all levels
With the media
With ourselves
In our communities
Think laterally, show an interest in each
other’s work, share ideas and resources
Connect 2009/10
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2009 Scottish Government’s Year of
Homecoming
2010 450th Anniversary of the Scottish
Reformation
2010 Centenary of the Edinburgh World
Missionary Conference
The strategic priority for
2009/10 is better
communication to engage with:
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Those living locally but not directly
connected with the Church
Local, national and international visitors
and tourists
Partner churches at home and overseas
Discussion topics - congregations
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How is our congregation viewed by the wider
community around us, including neighbouring
churches?
What are the mechanisms we use to
communicate with the community?
How effective are these? Is there room for
improvement? If so, what other options are
open to us?
Can we link with other churches in our area?
Should we join Scotland’s Churches Scheme?
(www.churchesinscotland.co.uk)
Discussion topics - presbyteries
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What channels of communication exist
between Presbytery/ministers/congregations?
How effective are these channels?
How effective are channels of communication
with “121” and Charis House?
What role do Presbytery elders play in
communication? Could this be developed?
Is there/should there be a Presbytery
Communications Officer?
How does the Presbytery relate to the media?
Could more be done in this direction?
Exercise - plan a strategy
(see brainstorming guide for
more information)
1.
2.
3.
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6.
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Set objectives
Decide on how to achieve objectives
Define audience
Define timescale
Tactics – things we are going to do
Resources needed
Evaluation – how will we know objectives
have been achieved?