Expanding the Voice of the Church —
for Our Own Good
It’s happened again in the business world.
Another celebrity spokesperson’s fall from grace has shaken the foundations of the company he represented.
It’s happened before. It will happen again.
I predict these companies will survive. Hertz survived OJ Simpson. Nike survived Michael Vick. Subway will survive Jared Fogle.
Will the role of celebrity spokespeople continue to thrive? Probably. The power to ride one charismatic individual’s success is tempting.
What does this have to do with Church?
Congregational culture traditionally relies on one major influencer—the pastor. If the pastor is charismatic and stays out of trouble, the chemistry can help the congregation. In fact, many congregations rely on this. The name of the pastor becomes better known than the name of the congregation. Some are forever tied to a charismatic long-deceased. Marble Collegiate Church is rarely mentioned without mentioning Norman Vincent Peale. Unfortunately, there are many more congregations than there are charismatic preachers.
There is a “trickle up factor”—a sort of ecclesiastic Peter Principle—that takes advantage of the Christian desire to follow. Charismatic leaders can use charm to deflect criticism. Until it is too late. Scandal results and the whole congregation (and perhaps the whole denomination) suffer.
Pastoral scandals—even minor ones—can cripple a congregation for a decades. They can even bring ruin—sometimes immediate, but more likely after years of trying to overcome damage.
Every church of every size places its reputation in the hands of its pastor. This can be particularly perilous to small congregations.
The power structure of the Church typically leaves the members shouldering the blame. The pastor has the voice and visibility. Some control and a direct pipeline to church authority in his or her favor. Members who discern potential problems are easily cast as malcontents. As evidenced in recent clergy sex scandals, fear of retribution is not unreasonable. When issues finally hit the fan, pastors in hot water are reassigned. Congregations stay in place, dealing with the problems for a very long time.
What are today’s business learning from their experiences relying on one celebrity spokesperson?
Micro-Influencers
Companies are exploring other avenues. Instead of banking on one name, they start working with many.
Some companies nurture a stable of “ambassadors.” Apple may have led the way with their “evangelists.” That’s actually what they called them. They were key enthusiasts with only one claim to fame—they loved Apple. Guy Kawasaki made his name helping Apple make its name.
Other companies approach their existing clients and entice them with perks that keep them favoring the use of their products, trusting their consumer clients will notice.
The big names are hard to ignore for other companies, but they don’t rely on just one. They spread the work among several big names so that one influencer’s misstep doesn’t bring their company down with it.
Micro-Influencers and the Church
Micro-Influencers were always part of Jesus’ mission plan. He counted on each of the 12 disciples and each of their social connections to spread the Word.
What if today’s Church paid more attention to its micro-influencers—members who can navigate the social climate of your neighborhood? What if they gave them more voice in the Church and provided tools to help them share?
This was never more possible than today. Are we confident as community to motivate mini-infuencers. Or do we keep our micro-influencers in the shadow of our pastors?