A Corporate structure can be an incredible help to any organisation – it improves efficiency, effectiveness and helps create clear roles to achieve objectives. One of the biggest revelations I’ve had in the last 8 years working in and running the Communications Department of Hillsong Church is, even though we function like a strategic corporation and my department carries a corporate name (Communications), we are in the business of something other than financial profit. In the corporate sector ‘The Communications Department’ plays the key role in how stakeholders, customers and the general public perceive the company. Its aim is to prepare media, develop campaigns and suggest new initiatives to keep the company on the cutting edge to obtain a greater profit for investors. But in the Church, Communications Departments play the key role of how the general public perceives Jesus. We still aim to prepare media, develop campaigns and suggest new initiatives to keep the church on the cutting edge, but more so to obtain a greater number of souls who find Jesus – an eternal profit.
I see a church that is constantly innovative: A church that leads the communication of a timeless message through media, film, and technology. A church with a message beamed to people around the globe through their television screens, bringing JESUS into homes, palaces and prisons alike.
At Hillsong Church, our Communications Department doesn’t aim to create innovative artwork, out of the box concepts and strategic campaigns to build a business; we create to reach the world that is yet to know Jesus.
I believe there’s power in making this goal the main focus and therefore our Communications Department creates each campaign with that one objective, but with a two different approaches:
1. An Internal Campaign (Inside the Church): To equip those who are saved to be bringers and to share the good news.
2. An External Campaign (Outside the Church): To provoke thought / Inspire and grab the attention of the world to the love of Jesus.
“How, then, can they call on the one they have not believed in? And how can they believe in the one of whom they have not heard? And how can they hear without someone preaching to them?” Romans 10:14 (NIV). If you volunteer, work in or manage a department in a church – what is your objective? Sometimes it’s important to remind yourself of your heavenly purpose. We aren’t in the business of creating a large church membership who attend every event, but rather a business with a currency of souls and a profit that is eternal. Personally, I see our Communications Department as the Department of Creative Evangelism – and for my department that’s how we see our purpose in the bigger picture.