In Reaching Out in a Networked World (Alban, Herndon, 2008) Lynne Baab shows a deep and profound truth: All means of congregational communication express the identity and values of that congregation. “The Biggest challenge facing congregations in the area of communications is the coherent expression of what they value and who they are. That is the central focus of this book (163).” Each church leader must look at our communication efforts to consider how we might use modern tools to express our identity and values, not simply to convey information.
Baab provides clear recommendations on how a church can use the broad spectrum of new communication tools. Her experience as an associate pastor, regional staff person and frequent visitor of congregations provides fertile soil for her to plant her deep knowledge of communication. Each chapter gives clear explanations for the use of communication technology, and it ends with well-focused questions to examine the use of that technology. This book will help you communicate better through your church newsletter, web-publishing or other media.
But this book is far more useful for its fundamental insight—we always communicate who we are and what we care about when we share the details of church life. She often noticed a deep conflict between the identity and values of a congregation and the way they communicated. Some communication tools may not be suitable for a church. For example, the ubiquitous mission statement may be a poor tool. Fewer than 10 per cent of business mission statements actually communicate any substance, so the church cannot assume it will do a great deal better(145). This book gives concrete assistance in how to communicate. It offers the deeper value to church leaders, too. It helps us clearly see the importance and value of our communications. “In the twenty-first century, identity is constructed and communicated through an assemblage of words and images, connections and actions (146).”