YWAM Europe communication strategy
A European task force called EuroCom has been commissioned to develop a communication strategy to be applied at all levels from local to global. This is in response to the word to YWAM globally about improving internal communications, or 'healing the nervous system'.
The initiative for EuroCom first came out of a global CRIT gathering (Communications, Research and Information Technology) two years ago, when Steve Keever, now based in Budapest, volunteered his services to develop the task force. In January, I met with Steve, Mike Stevens (Sweden), Inge van der Ploeg (Holland), Rodney Blevins (Holland) and Kevin Colyer (Belgium) in Heerde, Holland, to create a communication package (ComPak) for use by any YWAM ministry at any level. We consulted via skype conference call with two communications experts in Melbourne, Australia, Alister Cameron and Chris Galloway, who encouraged us to develop positive models which others would want to copy.
EuroCom's aim is to offer a common framework for all ministries, firstly targeting leadership to commit to communicate, secondly to plan to communicate, and thirdly giving tools to equip staff to communicate. EuroCom is proposing to the field leadership that 2008 be the year for these first two goals to be reached at leadership levels in all four regions, for example, with two-day leadership retreats addressing the need and means for improved communication. During 2009, it is proposed, training events would be offered to equip staff to improve communication.
A simple strategy matrix, labelled W5H, has been developed by the group to walk leadership teams through the range of communications needs of any ministry, and covers the six journalistic questions: Who, What, When, Where, Why and How?
After committing, planning and equipping to communicate, we recognised a fourth phase as monitoring: creating feedback loops to evaluate the effectiveness of our communication. EuroCom will continue to work towards the implementation of this strategy, and will engage with the CRIT consultation in Buenos Aires in April.
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