Does the Communication Department support ministry, or is it a ministry unto itself?

This is a question that I’ve had to wrestle with in my role of leading communications at The Sanctuary over the years. I see many churches struggling with creating an integrated ministry environment, because the communication department is sitting on the sidelines, waiting for instructions from the “real ministries” of the church.

It often happens like this…
A pastor or ministry leader, gets an idea. The idea is talked about with other ministry leaders. The roadmap is written. A plan is put in motion. A few weeks before launch, the discussion arises of how are we going to get the word out….Now bring in the communications department so they can make the bulletin, create graphics, storyboard the video, etc.

While this certainly can be an effective approach, it assumes that the communication department is in a supporting role only. But in my mind, there are only two ministries of the church: Show & Tell. We’re here to Show God’s love and Tell people how they can experience and show it too.

When the Communication department is recognized as a vital ministry area, it can be empowered to both show and tell the story of Jesus in such a way that it inspires and motivates change in people’s lives.

To draw upon another vital kindergarten skill, excellent communicators are simply people who are able to connect the dots for people. As we draw a line from one dot to the next, we begin to see a picture take shape. The story becomes clear. The end result apparent. Great communicators are able to connect a big picture message to a small dot in people’s lives. They connect moments and ideas, to round out the message.

Right after the day of pentecost in Chapter 2 of the book of Acts, we see the first ministry of communication take shape. This unexplainable and perplexing moment happens when men of all languages are speaking in the same tongue. People standby perplexed, wondering if the men are drunk.

Peter steps in to connect the dots. He connects this unexplainable event to the story of scripture. He points people to an understanding of Jesus. And in verse 38 of chapter 2, we find the audience ready to take their next steps, “Brothers, what should we do?” the crowd asks…

Peter was an ordinary man. A fisherman. And now a man with a newfound gift as a communicator. As he retold the story and connected the dots, people became inspired to want more. The audience was ready for life-change. Thousands were motivated to seek Christ that day.

Communications is a forefront ministry in the modern church.

With touch-points reaching into the web and social media networks. Into advertising and marketing strategies. Into the hands of ordinary people with the tools to share the message themselves.

So I wonder where the leverage of communication falls at your church? Is communication in a supporting role only, or is it recognized as a vital and necessary ministry area?