Most Organizations Don’t Have a Communications Problem

For much of my working life, people have assumed that I’m a member of the clergy in the communications business.

That’s not wrong. I’ve spent years writing, editing, producing media, helping organizations tell their stories, and building the systems that make those stories possible. I’ve worked as a pastor, produced documentary films for public television, served as a communications director for a national religious organization, and spent a good deal of time helping local institutions figure out how to communicate with the people they serve.

But over time I’ve come to realize that what I actually do is a little different.

Most organizations don’t really have a communications problem. They have a systems problem. Information comes from everywhere. Staff members send announcements at the last minute. Volunteers use different tools. Someone forgets something important. And suddenly the weekly newsletter, the website, the announcements, and the social media all become a scramble.

When that happens, communication becomes stressful instead of useful. Even worse, chaos creates something deadly to any organization: mistakes. And in the communications world, all mistakes are made in public.

Much of my work has been about quietly fixing that sort of thing.

Often the solution is surprisingly simple. Instead of complicated software, I usually start with a few shared documents, clear workflows, and a predictable process for collecting information. When people know exactly where to put things and when they need to do it, communications start running smoothly. The technology isn’t the point. The system is.

Another part of my work has always involved connecting people. I’ve always enjoyed introducing individuals who would benefit from knowing each other and helping organizations discover partners they didn’t realize they needed.

Years ago I found myself with a stack of invitations to a White House event—far more than I could possibly use myself. So I invited people who I thought should meet each other. The most exciting thing about that day was watching conversations bloom among the people I introduced to each other.

That instinct has followed me throughout my career. Institutions do better when the right people are talking to each other.

So this space is simply a place where I’ll share a few things I’ve learned along the way: ideas about communication systems, simple workflows that reduce stress, and the quiet work of helping organizations collaborate more effectively.

None of this requires expensive tools or complicated strategies. Most of the time, what organizations need is something much simpler: a clear process and a few good connections.

If those are things you care about too, I’m glad you’re here.