I threw something out there to the group last week at the MinistryCOM conference in Houston, TX. [Yes, we rolled by the AstroDome. No, we didn’t see any evacuees.] When asked what I think the job description of a Communications Director is, I answered in two words.
I’m learning that in most cases, especially in the church, the effectiveness of the Communications Director in the traditional context is declining. It’s time to rewrite the rules. Re-define it. Even the big dawgs in the agency biz are talking about change. "The landscape is changing. Agencies and advertisers who fail to recognize that are going to get lost in the shuffle." Phil Dusenberry, former chairman of BBDO North America
Here’s my first draft:
Consumer Advocate (formally known as Communications Director)
Protect the audience from bad experiences in print and media touch points. Identify barriers to entry and remove them. Work on behalf of the audience to uncover their needs and make it easy to find next steps to meet them. Develop strategies and tactics needed to build internal support for a new approach. Employ the time-tested tools of research, media (online and off) and word of mouth to deliver consistent, trustworthy experiences across the organization. Develop processes that help cut through the clutter to deliver what the audience needs to hear, not the information we have to share. Help people get connected to resources and each other without going through a middleman. Eliminate unfair information overload. Qualified applicants are in touch with audience and management context simultaneously and have the ability to convey different visions to both. Enthusiasm for their work is obvious and contagious. Candidates for this position should have a good working network of relevant professionals; writers, designers, creative directors, developers, production managers, etc.
So there you have it. It's out there. And, it's different.
Here's my handouts and slides from MinistryCOM. I'll be guest blogging later this week on ChurchMarketingSucks.com about the rest of the conference.