In my experience most church leaders believe that hiring a creative communication or media director is all they need to worry about. Our consulting and coaching team at Cooke Media Group knows that creativity matters, and someone familiar with the process of communicating a church or ministry’s message is critical. However, we also know that something even more important is having a strategy.
It’s really a question of why. I’m a media producer through and through, and there’s nothing I like better than producing programming. However, I spend far more time developing the why. Today, too many church and ministry media or communications directors obsess over how. Equipment, gear, stuff – all of which is important, but what’s far more important is the why.
So the next time you hire a communications or media director for your church or ministry, do all the normal things like looking at their demo reel, researching their past employment, and discussing your church’s vision.
But don’t forget to ask them about strategy. Do they have one? How will it impact your message? Why will it make a difference?
Unless you have the right message, the right purpose, and the right plan, the most creative team in the world will do little more than create pretty things.
And pretty things alone won’t change the world.