Church Communication Strategy and its Implication for the Development of Churches in Ghana

Abstract

This study investigated the role of strategic communication and its implications for the development of churches in Ghana. Specifically, the study was interested in the different communication strategies adopted by orthodox, charismatic, and Pentecostal churches in Ghana to ensure their development and challenges. 'Development' in the context of this study is understood to encompass numerical growth and qualitative and spiritual aspects of a congregation's life and mission. Church development emphasizes nurturing spiritual growth and maturity among existing members, fostering strong relationships within the congregation, and enhancing the church's overall health vitality and community impact. In this study, the researcher defines development to include numerical growth, brand popularity, increased adoption of technology in communication, conversion and retention rate, financial capacity, and infrastructure development. The study was motivated by the need to investigate the mediating role of communication in developing a critical social agency – the church. The persuasive communication and systems theory paradigms guided the study to support a qualitative research design that sourced data from a purposive sample of 24 communication officers from 12 churches across Accra, Ghana. The findings made in the study indicate that despite engaging and acknowledging the relevance of communication to the development of churches, none of the churches studied had a communication policy document or guideline document. Furthermore, the analysis revealed a significant integration of digital communication platforms in Ghana's charismatic, Orthodox, and Pentecostal churches. Additionally, the study found that communication was central to the development of the churches in three main dimensions: financial, numerical, and spiritual growth. The study further found that critical challenges inhibited the effectiveness of communication strategies for developing churches in Ghana. These included language barriers and a need for more training in strategic communications. The study recommends that churches in Ghana actively train leaders to ensure that development-driven communication strategies are implemented. Furthermore, the study recommends implementing hybrid communication strategies that use both traditional and digital communication approaches and tools.