“One cannot not communicate.” This well‑known proposition by Paul Watzlawick, a psychologist and communications theorist, captures a fundamental truth: whether we intend to or not, we are always communicating. Everything we say or do — or choose not to say or do — sends a message. Even silence communicates. Often, what we communicate unintentionally speaks louder than what we deliberately express.
For the Church, communication cannot be treated as an afterthought. We cannot afford to be oblivious to the times, especially in an era shaped by Artificial Intelligence and rapidly evolving media technologies. Like the men of Issachar, who “understood the times and knew what Israel should do” (1 Chronicles 12:32), the Church must continually assess its communication approaches, expand its communication framework, and invest in the tools needed to engage today’s audiences effectively.
Too often, conversations about media investment are hurriedly concluded with the familiar excuse of cost. Yet effective Church communication has enormous potential to strengthen mission, reach the lost, make the Church visible as a place of hope, and promote meaningful engagement. In today’s digital society — heavily influenced by social media — communication is no longer simply about passing information. It is about reaching people where they are, speaking to the realities of their time, and creating genuine connections.
Staying Relevant to the Times and Our Audiences
The digital space has become a critical mission field. Ghana has an estimated 8.59 million active social media identities, representing about 24.4% of the population (Global Digital Insights). Platforms such as TikTok and Instagram dominate short‑form video and entertainment, while Facebook continues to command a large audience.
For the Church, this presents an opportunity to take the Gospel, programmes, teachings and values to people in the spaces where they increasingly spend their time — especially the youth. The reach, speed and intense engagement on these platforms cannot be left solely for secular use.
Reflecting Growth and Innovation
A forward‑looking Church must demonstrate growth in how it communicates. Investing in modern media tools, digital platforms, content creation and training media personnel signals an institution that understands its changing environment and is willing to innovate. The conversation about media should not be deferred to another generation. It is a now mandate — an intangible asset of the Church. Media is not a cost; it is an asset.
Staying Attractive and Engaging
The Church must communicate in ways that capture attention and encourage meaningful engagement, especially among young people who are deeply connected to digital platforms. We must pursue relevant, creative and visually engaging content that connects with users without compromising the message. Increasingly, some churches are active online but lack a clear message or Christian identity, joining trends that entertain but do not edify. If it must be done, it must be done well.
Finding and Strengthening the Church’s Voice and Visibility
The Church’s prophetic voice must not be absent from the media space. Through sustained and strategic engagement, the Church can contribute meaningfully to national conversations, provide a Christian perspective on contemporary issues, and consistently communicate its values and convictions.
Building and Reinforcing a Distinctive Identity
Communication is central to identity. Through its media platforms, the Church can clearly communicate its polity, beliefs, values and distinctiveness. A strong digital presence offers both inward and outward ministry opportunities, reaching far beyond regular attendees. Consistent media engagement helps potential members understand who we are, while strengthening belonging among existing members through nurturing, presence and interaction.
The Digital Era Is Our Pulpit
The question is not whether the Church should communicate, but how intentionally, creatively and strategically we communicate in the era God has placed us in — the digital media era. Digital media is the modern pulpit. The Church must occupy it with purpose.
Rev. Bernard Gyimah Antwi, Asante Presbytery PRO
