the great way that the Bishops of Bristol and Swindon were communicating with their flock and wondered whether the presence of a Diocesan New Media Officer had anything to do with it. In the comments thread, it was suggested that an interview would be of interest. Well, you squeak and the Mouse listens.
1. What is your role at Bristol Diocese?
I was hired a couple of years ago as the New Media Officer for Bristol Diocese (they hadn’t had one before). My role is fairly diverse but generally revolves around the internet and design, the broad basis is to be the technology part of the Diocese, which means I have to wear rimless glasses and try to look clever in meetings.
Specifically, the job involves graphics, branding, web coding and development, podcasting, making videos, producing memory sticks, and on occasion even talking to people about their needs! I spend time putting together an e-newsletter, acting as graphics designer and maintaining and building our websites. Unlike my previous jobs, the role is diverse enough to keep my brain going, which is good as I have a habit of getting bored and flitting off to the next
2. What is 'new media'?
I think it’s something to do with a system of tubes. I don’t really think ‘new media’ conveys anything specific, which can mean you have carte blanche to use the latest stuff to solve old problems. One of the joys of my role is that I don’t really fit into the hierarchy anywhere, so I’m free to work with anyone on anything without spending too much time at committee meetings.
My version of new media is to use any technologies to improve the way people communicate, the way they work and the way they feel about where they work. Whether that’s best done using PHP or Pritt Stick, I don’t particularly care.
I think part of it is discerning between things that are just fads and things that have some long-term value. My job isn’t to jump at the latest technology gadget to keep us looking cool, but to step back from a behemoth organisation of people and see where new things might help.
3. Why has the Diocese invested in a New Media Officer?
I think it got to the stage where it felt a little fragmented and old fashioned and fancied some sprucing. The Diocese took a long look at itself and saw administrative competence but low self-esteem and poor communication. The Diocese felt like it wasn’t modern, despite working with modern agencies and communities all the time; it felt like it had a rather large blind-spot where anyone under retirement age might be, and I think they decided that probably needed addressing.
4. What do you hope to achieve in your role?
I hope to see a resourced online community working as a bunch of people can, and I’m sure we’ll see it in a few years; we’ve come pretty far even in the two or three years I’ve been around to witness it. I hope to achieve that through bare-faced encouragement; presenting a relentless evangelism of online community as a possible solution to the historical problem of isolated communities served by isolated clergy. I’ll keep using different tools to see if we can find some way of getting that to work; wikis, microblogging, forums, shared calendars, subscription and feedback services; it all adds up and it’s slowly getting through I think. Apart from our wiki (www.churchipedia.org.uk), which absolutely died on its arse!
5. What have been your biggest achievements so far?
The system of diocesan websites are a big achievement; I inherited a ten-page website and it’s turned into ten domains and almost a thousand pages; a bit more of an interactive network of stuff which seems to be growing all the time.
I think rebranding the Diocese went pretty well. We used to have seven different logos and a different letterhead for each department and as many fonts as there are pens on my desk (there are loads of pens on my desk). I was asked to ‘maybe update the logo’, and ended up cutting into the diocese’s fragmented identity like a scything arc of Comic-Sans-hunting consistency.
We’ve started sending out little booklets every now and then to explain the complex boring finance stuff we have to do; starting with http://bit.ly/7xSiDK - I think these are a good start to communicating in a different way and they’ve certainly been well received.
I can’t mention achievements without mentioning failures; I’ve already said our Wiki failed like only tumbleweed knows how; there’s also our newspaper (or recent lack of). I think one of the blind-spots of ‘new media’ can be communicating with people who prefer hardcopy, and it’s something we’re currently failing at. I setup a network of the Parish Newsletter Editors, but it’s not a thriving system of communication yet and I think it’s really something we need to work on.
6. What projects are you working on for the coming year?
We’ve had some good feedback on the few videos we’ve produced, so I’ve just bought some kit to produce our own, hoping to up the YouTube/Vimeo exposure and this year we’ll do a series of interviews of the various unsung projects going on all over the Diocese. We’ve got a couple of Bishops who have something to say and are pretty down to earth, so we’re going to get more of them online too.
I’m also working on the
Microblog – it was an experiment in hacking up a Wordpress template to make it as simple as possible so the Bishops would actually use it, and it seems to have worked, but it still needs a lot of improvement.
We’re trying to improve our e-newsletter at the moment as well; not just in terms of accessibility and use, but coverage and subscribers. It seems to be working as a way to getting people to read our news articles, but again it’s a little ‘pedestrian’.
7. Do you have to be a geek to use new media?
Absolutely. And you must wear a T-shirt with a binary joke on it, and you must only eat KFC. Having said that... no, you don’t have to be a geek. My dad uses it all the time and has more gadgets than I’d consider reasonable, but he’s about as much a geek as I am good at cricket (ie. not at all). I think all you need to use new media is an open mind, and to come to terms with the fact that you really know nothing. Saying you need to be a geek to use new media is like saying you need to be a mathematician to run a bank. It might help, but it’s not essential. Apparently.
8. How many hours per day do you spend in front of a computer?
EVERY. HOUR. O_O. Actually, no, I’ve got some nocturnal friends who probably do, but I keep it to a statutory eight hours I reckon. Maybe a bit of Facebooking of an evening.
9. What are the keys to engaging with people outside the church through new media?
I don’t think we’ve particularly done this right yet, but one of the keys is seeing where non-churchy people actually are, and seeing how your work can appear in those places in a natural and relevant way.
Like engage in existing forums rather than demand that people come to yours.... submit press releases to the local magazines you see sitting on pub tables rather than just CofE publications... make targeted responses to popular YouTube videos (if you think you have something to say)... resource relevant local organisations who are struggling with their brand of new media... team up with people who share your vision and swap technologies... and don’t get too precious when your online gadget isn’t used for what it was intended!
Couple this with encouraging and encouraging and encouraging people who are technology-shy that it’s just a case of getting going, and providing them with the user-friendly tools they need to do it. It works and it’s easy, but we’ve got a long way to go.
10. What advice do you have for churches in approaching new media?
Don’t underestimate collaboration. Get as many people in the room as possible before you start to ask what you need, and give as many of them little easily-sustainable jobs as possible. Then keep encouraging them until it gathers momentum. Then do it again.
Don’t jump at a web technology just to tick a box; jump at it when you reckon it could yield measurable results. Look at websites and things which you see as successful and copy them! Conversely, be confident enough to start something new; don’t be afraid you might be reinventing the wheel as that’s often the way to accidentally invent something truly groundbreaking.
Use technologies for things other than that which they were intended; you could use Twitter (via SMS services) as a cheap way to keep a group of people in touch by text, or you could use a blog as a simple way to get events information online, or secure a wiki engine and use it as a website-building tool for people who can’t get their heads around logging into a normal CMS. The box that people are always trying to think out of; sometimes new media is about having lunch outside that box, and pretending it isn’t there for a bit.
And don’t use Comic Sans. Anywhere. Ever.