Just has a couple of days talking about communications in the new CofE diocese and separately at the Woodhouse Community Centre in Leeds. Here I’m capturing a few personal thought about the value of telling stories within an organisational structure and how important it is to work with traditional media.
At the CofE I was encouraged that we very quickly got onto the question of desired impact of our communications. If we are evaluating a piece of creative communication the big question is always who is it aimed at and what do you want the impact be? What change in the way the audience thinks or behaves do we want to see? That is the real point and power of communications. Unless something changes as a result of our communication then what’s the point? Bound up in this question of impact is a question about the overall purpose of the communication effort.
Is there one big, huge, hairy reason we want to do this communications thing?
For me, the Church of England is in an extraordinary position regarding communications, like no other organisation I know of. The fact that every square inch of the country is in a parish, and therefore within this great network presents mind blowing opportunity. More than any other organisation it is in a position to understand the realities of life in our communities and to witness the impact of Christian faith in people’s experience.
I have worked in newsrooms at the BBC and the organisation is rightly proud of its commitment to regional news. The BBC has reporters who mostly live within a couple of hours journey of where a story might break. They will not only deliver headlines on a daily basis but will also follow stories over extended periods offering analysis and understanding. But there is a real anxiety about resourcing. Where do stories come from, who processes them and what is their relationship with the consumers?
When you think about it the traditional media is at risk of becoming isolated and disconnected from the world they are trying to report. I met a camera crew recently doing a piece about a project in a poor part of Leeds, Woodhouse in fact. The crew turned up in an expensive black Audi car and they all wore lovely Berghaus ski jackets. The news presenter was tanned and wore a long black executive coat and was fiddling with an iPad. I didn’t feel comfortable.
In another situation I spoke to one senior correspondent who was saddened that he was servicing so many outlets that he didn’t have time to find out what was going on! The script was written in London and then read out by him in Brussels, so the concept of “being there” wasn’t fully realised.
Journalists would reasonably argue that their professional skills are essential if the integrity of reporting is to be maintained. This is true of course but the integrity of the reporting is also put at risk if there are stories and voices that go unheard. Over time imbalances in our ability to access stories can lead to a screwed view of the world which becomes self fulfilling.
The church, far from being other worldly, has a membership which if joined together and with their communities can be rooted in big reality. There are very few places where people of different backgrounds and generations can come together in the way they do in the Church of England. My own church in affluent Ilkley has a real mix of people from homeless to filthy rich, there are all ages and at least a tiny amount ethnic diversity.
But hold on, let me take my tinted spectacles off and start again. The church, I confess, has a long way to go to get real diversity into many if its congregations but there are signs of hope. If we can show the church as it could be as well as how it is now we may have a vision that can take off. It could be brilliant.
Bringing people together, using the diocese to encourage people to visit different parts of the region, sharing resources and ideas across social boundaries is exciting. Most of all I would like to see parishioners participating in telling stories, particularly those stories that the press and media will find difficult to break into.
If the church diocese can design a communications network that encourages people to tell stories and, importantly, can share those stories and invite reflection and analysis then I think it will be very powerful. This is not about the Church of England competing with the traditional media but it is an opportunity for the media to gain better access to community life. There is a huge and important role for professional journalists to process, analyse and comment but they do need the full array of raw materials.
My vision for the Church of England comms team (and those of some of our community centres like Woodhouse), would be about giving a voice to those who are falling through the communication cracks. We would preach less and listen more.
The church should not just be an organisation that does communication but be, quite fundamentally, a communications organisation – bringing people together in relationship with each other and with God. Isn’t that the highest act of communication we could imagine?