Blog post
Communication is not only about getting messages across to target audiences, but about building long-term relations and trust. It is about how messages land in the minds of the receivers and the actions theyinspire. Understanding local conditions is vital to catch the attention of local audiences. The whole point incommunicating is to create new insights, change habits, and inspire actions that support the mission and fulfil the objectives of the organisation it serves. Communication is an indispensable strategic tool to move an organisation forward towards its goals. At the core is substance, coherence, appeal, and accessibility. It is not only about making the ecumenical movement visible and heard, but more importantly understood, respected, and embraced.
To ensure quality throughout the communication process communicators must of course master their craft in terms of producing relevant content in various channels. But the first and most critical part of the process is the analysis: “Why are we doing this, and what do we want to accomplish?” are questions that demand clear answers before moving forward with concrete communication strategies and implementation plans.
The bottom line is value in terms of impact. Without serving a clear purpose, communication may cause confusion and raise more questions than it answers. That, in turn, will eventually erode trust and credibility, both internally and externally.
Since 2015, I’ve had the privilege to serve as a senior communication consultant for the World Council of Churches. Initially overwhelmed by the complexity of the task, I soon realized that the role of communication was rather similar to other large organisations I had served previously, be it nongovernmental organisations, public institutions, or multinational private corporations. How can that be under such different circumstances, one might ask? The answer is simple: Above all, communication is about human beings, not organisations. About individuals with senses and emotions, with knowledge, viewpoints, and experiences, with faiths, traditions, and diversities. It is about sharing information that concerns us with others in a way that will have an impact on them. A glue that binds us together.
Contexts can be very different and change rapidly, but the role of communication remains the same: To support strategies, missions, and goals through effective communication measures designed to raise awareness and initiate action. How to do that has never been easier - and never more difficult - than it is today. The digital revolution has made oceans of information accessible with a click on a smart phone or a tablet. Distributing messages in real-time via websites, social media, and streaming services is easy. However, understanding your organisation’s mission, goals, strategies, and challenges, as well as the environment it operates in, is still the bottom line for successful communication. The key question is what to communicate, when to do it, to whom, and how, in order to achieve a lasting impact. Quality over quantity and always in alignment with overall strategies and goals.
During the past 11 years, I’ve been fortunate to be involved in countless communication projects, covering everything from large events, such as Pope Francis’ historic visit in Geneva in 2018 and the WCC 11th Assembly in Karlsruhe in 2022, to capacity building programmes for church leaders, executives, and trustees around the globe. I have participated in communication training of hundreds of dedicated youths from all corners of the world and watched them develop into potential leaders of tomorrow’s ecumenical movement.
I have seen a professional media service take shape which has been praised by journalists around the globe. And internally, I have witnessed a growing awareness of communication as a powerful agent for change, alongside a growing impact of the work of dedicated communication professionals.
It has indeed been an exciting journey with many challenges and lots of unforgettable moments with wonderful colleagues, in Geneva and elsewhere throughout the ecumenical movement.
I retire with fond memories, strengthened in my faith, and utterly convinced that communication will continue to play an important role for the mission of the WCC and the ecumenical movement as a whole. And that in the end justice and peace will prevail.