Larry D. Lauer

The Easter weekend produced much discussion in the news media about the increasing role of religion in American discourse. Political candidates have certainly been testing its viability as a winning political theme. All this recent religion talk has stimulated me to think about the  role it often plays in institutional communication.   

So when developing a strategic communication plan today it seems more wise than ever to take into account the role religion may be playing. There are at least two kinds of religious affiliations that will influence the content and tone of all an institution’s communications. And just as importantly, the beliefs associated with these affiliations will also define the context and tone essential for communicating effectively with them.

The first perspective is where institutional religious beliefs or affiliations are firm and the intent is to convert non-believers to them, or at least to affirm those beliefs very aggressively. A second perspective is where institutional religious beliefs are clear and reinforced in the culture, but are not imposed on others. Tolerance for the beliefs of others is also often in this culture.  

But what both of these perspectives will have in common is that their beliefs are clearly embedded in all their  communications, and that successful communication with them will require a sincere respect for those beliefs. If progress is to be made on any issue or program you simply must approach them by respecting the values that they can accept. You don’t have to give up your own beliefs, but you will have to show respect for theirs. Otherwise, you will fail at every turn.

History is filled with stories where intolerance has destroyed relationships, and even entire civilizations. The “lesson learned” simply is that progress requires tolerance and respect. If you cannot do this, your best choice is to work only for organizations and causes that believe as you do. And even then you are likely to fail with many audiences. 

Bottom line: If you want to be successful communicating with a religious organization or individual, pay close attention to their beliefs and affirm them if you can. Or, at the very least make sure you avoid treading on them in any way!