Leadership

There are two broad approaches to seeking to shape values in society. One is by being "salt and light" in the world (Mt 5:13,14), where by living distinctively Christian lifestyles we seek to influence those around us, and through this the values, decisions and priorities adopted by our communities. The other approach is to confront a particular value, decision or priority which the Christian community feels is out of place, and this may require a more structured and focused campaign. This page offers a six step approach to run such a campaign, whilst click here to view some thoughts on being salt and light.

The six steps below seek to help a leader put some structure around an influencing campaign. This may be related to a specific proposal within a community, or more generally trying to influence the values that the community adopts. This community may be a geographic community : neighbourhood, town or even country, or it may be another form of network eg work or interest related.

1. Know what you're trying to achieve. Ð'* Write down some specific aims for your influencing. If possible, make these aims measurable. Ð'* These may be related to a specific issue that has arisen within the community, or it may be seeking to change more general values and behaviours. Don't overload with issues - it's better to focus on one or two and achieve something, than make little progress against a broad agenda

2. Decide on your audience and message. Ð'* Who are the people who hold the key to achieving your objectives? This may include those with formal responsibility (councillors and MPs) , those who can influence them (respected thought leaders and influential organizations) and influential channels such as the media. Ð'* What is the action you want them to take, and therefore, what is the message that you need to deliver to them to persuade them to take such action? Can you write it down - physically writing the message down is very worthwhile as it ensures that there is sufficient clarity of thinking. Ð'* The same message can be received very differently when delivered by different people or organizations. Taking the time to identify the most credible and capable people to deliver the message is important. In some cases, you may want to focus on people with specific skills, knowledge or position who can speak with authority. In other cases, it is important to seek those who have relevant personal experience.

3. Decide on your communications strategy. Ð'* If you are targeting specific individuals, the communication strategy