Color Commentary on “Focus”-ed Communication
Last week Jim Daly, the brand new President of Focus On The Family, wrote about the effectiveness of their much-talked-about Superbowl ad in an e-blast letter.
As a ministry, Focus is charting a deliberate new course, which is communicated by some noteworthy keywords in Jim’s article.
• “The Lord is guiding it, not me”: He’s talking about the changes at Focus here. The foundation for every good initiative is to recognize who’s still in charge. Demonstrating continuity is critical when changes take place.
• “Leadership transition“: The ad represented a component of what could be a challenging shift in leadership. In our work with ministries, thoughtful transitions are so important: Staying on course and being open to fresh ideas, media, people, etc.
• “Our main goal“: They had one!
• “there had always been a two-part strategy to the ad campaign”: Builds on vision (guiding) and is actionable. Other examples: “with a gentle spirit of humility” and “engage the culture.”
• “I explained some new research data“: Research data answers the question “Did we achieve our goal?”
Time Out: Do your top initiatives have these ingredients?
What do you think? Was the ad effective? Was it too much? Not enough? Waste of money?… (Football analogies welcome!)
