Episcopal Church Foundation Vestry Papers - for leading congregations

We should send a thank you letter to Netflix. 

After all, the company is providing a great example of what happens when there’s no communication plan.

To catch you up: Basically Netflix, a mail-order DVD rental company, made huge changes in what it offered to customers – asking for more money and delivering less – without a thoughtful communication plan.

Faced with declining resources, denominational judicatories -- and parishes – could take some lessons from Netflix’ public fall and half-hearted mea culpa, dubbed by the Washington Post as the “World’s Worst Apology Letter.”

1. Acknowledge that we’re in a constant state of change. But recognize that some changes are bigger than others. As you approach those situations, bring a variety of people to the table, including someone in charge of communications. Please, I beg of you, do not bring the communications person in when all of the decisions are made. He or she must be a part of the process from the beginning. Managing change needs the keen ear of a communicator, someone who can offer suggestions or tweaks to the project, someone who is trained to think about how the decision will be received. This isn’t spin. It’s about finding a solution to a problem that takes into consideration the needs of all the stakeholders.

2. Develop a clear statement that articulates the change, sets it in context and acknowledges possible difficulties. This statement – and talking points – should build upon the existing relationships. It should be authentic and honest. Definitely, definitely be truthful. Not only does the Bible frown on lying but fudging the truth will only worsen the situation. Promise. 

3. Develop a plan for sharing the information, both internally and externally. Write out a timeline and share the communication plan with the decision-makers. Expect to deliver the statement in several venues, from the newsletter to the website to Facebook. Create an opportunity for people to offer feedback and suggestions. Consider a congregational meeting or a Q and A session. 

4. Prepare to cut and paste the plan once you’re in the middle of it. Constantly assess: Is this working? Are we getting the feedback we expected? Do people feel listened to and respected? A good communication plan must be nimble, able to adjust as needed. 

5. Change isn’t easy. But it can be managed in a good way, with a hat tip to Steve Jobs and Apple, or in a bad way (yes, Toyota, we’re talking about you). If the corporate examples strike you as, well, too corporate, think about change that has occurred in your church over the years. When has it been most successful? When did it fail? What made the difference? 

6. Finally, be prayerful and kind. 

Godspeed.