Lessons from Public Broadcasting Pastor Rick Warren: Purpose-Driven Communication

As communicators, it's essential to be guided by a clear set of values and goals. In today's fast-paced digital landscape, purpose-driven communication is more crucial than ever. When communication is tacked on to a brand or campaign without a clear purpose, it often fails to resonate with audiences.

One notable example of successful purpose-driven communication can be found in the world of megachurches. Pastor Rick Warren's Saddleback Church, for instance, has grown from a handful of people meeting in his home to over 22,000 attendees per week. Warren's book, 'The Purpose Driven Church,' provides valuable insights into the strategies and tactics used by successful churches like Saddleback.

Another example is Lakewood Church in Texas, which attracts an impressive 43,000 people every week. What sets these megachurches apart from other organizations? One key factor is their ability to fill an emotional gap in people's lives. Humans have a fundamental desire to belong and make meaning out of something, and these churches successfully tap into that desire.

Interestingly, the principles of purpose-driven communication can also be applied to brands and movements. In his book 'The Persuaders,' Douglas Atkin notes that fans of certain brands exhibit cult-like devotion, often expressing their loyalty in evangelical terms. This phenomenon is not unique to religious institutions; it's a universal human desire to join something bigger than oneself.

Advertisers have long recognized the power of this dynamic and have sought inspiration from cults and megachurches. By understanding what drives people to become devoted followers of a brand or movement, communicators can create more effective campaigns that resonate with their target audience.

For those seeking to build a loyal following, the key takeaway is simple: communicate your purpose clearly and authentically. By doing so, you'll be better equipped to attract new members and retain existing ones. As Pastor Rick Warren's Saddleback Church demonstrates, having a clear purpose can lead to remarkable success.

In conclusion, the principles of purpose-driven communication can be applied across various domains, from megachurches to brands and movements. By understanding what drives people to become devoted followers, communicators can create more effective campaigns that resonate with their target audience. As Pastor Rick Warren's Saddleback Church shows, having a clear purpose is essential for building a loyal following and achieving long-term success.

Public broadcasting pastor rick warren