Jenn Collins serves as communications director for Oasis Church in Pembroke Pines, Fla. Guy Melton is their senior pastor. Fresh Catch asked both of them to share their thoughts about the value of an effective church communicator.

JENN’s PERSPECTIVE:

FRESH CATCH: What do you feel is the unique calling church communicators have that sets them apart in supporting ministry?

JENN COLLINS: Many pastors are, admittedly, NOT creative. Church communicators have the unique calling to communicate what church leaders cannot. Yes, they may be incredible speakers and preachers, but they need our help to take their vision and communicate it to the body, using simple and creative ways. They require our respect because they have been called to dedicate their lives to preaching the Gospel, and we can support them by being their vessels

FC: What do you feel is your responsibility to church leadership and communicating their vision?

JENN: I am here to support them 100%. I make sure we represent their ministry and vision well. There have been times when ministries have asked me for items as late as a week before they’re due. That gets stressful for everyone. With inspiration from Kem Meyer and other church communications leaders, I created a style guide and procedures for our department. Many of the ministry leaders were not crazy about the rules at first, but it has made everyone’s life so much easier. We now ask that if ministries need anything from the Communications Department that they ask for it at least three weeks in advance. After about a year with this new process, it has worked out really well

FC: What advice do you have for a church communicator out there who would like to develop a healthy relationship with his or her church leaders?

JENN: Most pastors, including mine, welcome your help with open arms. If you’re in a frustrating situation, I would first evaluate if there’s anything you’re doing wrong. Are you trying to take over? Should you have hit “save” on that e-mail instead of “send”? But, if you’re constantly getting push back and no support from the senior pastor, I would meet with him and talk about it. Let him know you’re here to serve, but you also need some freedom to do what you need to do. What’s great about my relationship with Guy is that he gives me a lot of creative freedom, but he also gives me room to fail. I’ve made some pretty dumb mistakes, but I am still here! If your pastor won’t let you fail, then you may need to send your resume elsewhere.

GUY’s PERSPECTIVE:

FRESH CATCH: How do you view the role of communications director?

GUY MELTON: Jenn’s role is to communicate our values, mission and vision not only to our church inside but to the outside world. The communications director has to be able to share what’s happening inside in order for folks to stay connected. He/she then has to be able to share that same mission/vision in ways that the outside will understand and be drawn to it. There is nothing worse than doing outside communication with insider terminology. Jenn is the one who filters and massages the message so it is attractive and understandable to everyone.

This is a position many churches can’t hire, but it’s a critical role, even if you have a layperson filling it.

FC: What are some of Jenn’s traits, behaviors or skills that have earned your respect and have helped you entrust her with the responsibility of mobilizing communication at the church?

GUY: She loves God and can do her job well in the technical areas. She understands the church; she has done her homework in understanding our history and our vision for the future. She has adjusted her preferences to accommodate us as the unique church that we are. She does not try to impose her professional standards on us, when it is more important that we are communicating the way our leadership wants to. She is willing to be flexible!! She has an amazing hunger to learn and grow.

FC: What would go wrong or stop existing if you did not have a communications director?

GUY: The Communications Director does far more than produce slick printed pieces. The communication between groups, ministries and individual leaders would eventually suffer, and there would be 20 different thoughts coming out from all the different areas. I’ve seen it. It’s not pretty, and it impedes the Message from getting out in a coordinated, fresh way. With 13 services a week and three campuses, it would be a nightmare. Everything from service handouts to graphics for the screens, banners and sermon series would be affected.

FRESH CATCH: What advice do you have for a church communicator out there who would like to develop a healthy relationship with his or her lead pastor?

GUY: They must trust their pastor’s heart and leadership, or you can just stop there. It doesn’t mean you have to like all he does. I’m sure Jenn could write a book about the things she doesn’t like about me, I’m sure. (Of course if she does, she will be looking for another job and no one would read the book anyway!)

A communications director must spend time with the leader/pastor or whoever is driving the vision and weekly ministry. They must press the importance of knowing what that person expects. In the past it would have meant more meetings. I just don’t have much time for anymore meetings. Today with e-mail, blogs, etc., they can communicate a lot through technology.

They must be in on the meetings where decisions are being made or at least informed about those decisions. Jenn is in our ministry leaders team meeting each week. She hears the good, bad and ugly. The whys of something, and the why nots. She is constantly shooting e-mails to all of us. She asks lots of questions and is very patient with us. When she doesn’t get the answer she wants when she wants it, she just continues to ask. She doesn’t show frustration (to me anyway) and does not come off with an attitude.

Nothing will harm a pastor/communications director relationship more than a constant negative attitude, even if its the pastor causing it. In the case where this is beginning, a sit-down meeting has to happen. There has to be a very open, positive (but honest) relationship between the two

CONTACT:

• Jenn Collins: jennc@visitoasis.org
• Guy Melton: guym@visitoasis.org
• Oasis Web site: visitoasis.org