In my attendance at our Baptist meetings — associational, state and national — I’ve often questioned, within my own mind, why we spend so much money on advertising — promoting our ministry efforts through handouts. It seems somehow redundant, for those in attendance are likely to be up-to-date on our denominational issues and challenges.
Recently at our Natural Bridge associational meeting, a slick, colorful, very attractive brochure was distributed, entitled, “We are Virginia Baptists.” It was pleasant reading, but nothing I had not seen previously in the Religious Herald or other Baptist publications.
Please know that this is not an accusation — simply a question. I would be interested to learn the reasoning behind the decisions to prepare and publish this kind of material, which seems to be for distribution basically to ourselves. I realize my age may be a factor in seeing the value in this, so I acknowledge that up front and am willing to be shown the light of a new day in Baptist ministry.
Peggy Sawyers, Monterey
Editor’s note: We asked VBMB staffer Glenn Akins to respond to this writer’s comments.
Your observation about redundancy in our communications strategy is a key insight.
Not everyone attends the same meetings and hears or sees the same things as you. Thus the need for different versions or formats of printed pieces that are useful in different settings, for different audiences and, increasingly in our Virginia Baptist family, in different languages. Our increasing diversity requires multiple channels of communications. We look forward to the day when we must publish in multiple languages rather than just a couple because it means the family is growing. And while we attempt to use the Religious Herald to promote certain events, its primary function is not as a promotional vehicle. It becomes one aspect of a larger strategy.
One of the trickier aspects of our communications plan is to gauge the balance between reliance on electronic versus print media. While many church members may have access to the internet at either their home or work place, that does not necessarily mean that church offices have equal access. Finding that balance is a challenge, and we are aware that dynamic is constantly changing.
Another element you noted is one of the age of our Baptist constituency. Age does influence (but does not dictate) our preferences in communications style. I grew up in an era in which we relied on print (or hard copy) media. I have (or had until the most recent round of house cleaning) collections of records, movies, journals and books. My daughter relies only on digital copies stored in her computer, which does not leave her presence.
Connecting with the next generation of leaders requires that we gradually shift our strategy mix to add more digital elements which provide more cost effective and much faster distribution methods.
Another dimension we constantly consider is how to be the best steward of resources entruted to us to accomplish Kingdom purposes. Finding the mix of effectiveness and efficiency is always a challenge. Thanks for your ongoing interest and taking time to offer your observations. We appreaciate the feedback.
Glenn Akins, Assistant Executive Director, Virginia Baptist Mission Board