Communicators from two unions attended the Bi-Union Adventist Communication Training and Digital Strategy for Mission Seminar at the Negros Oriental-Siquijor Mission headquarters in Tubtubon, Sibulan, Negros Oriental.
These two unions—the East Central Philippine Union Conference and the West Central Philippine Union Mission—were the two organizations established following the reorganization of the former Central Philippine Union Conference.
The three-day event, held from April 22 to 24, aimed to orient, train, equip, and motivate the communicators to immerse themselves in learning comprehensive digital strategies for mission, being the prime movers of the OneVoice27 initiative.
To achieve the objectives of the gathering, the speakers first explored a series of topics that bridged the gap between historical and biblical principles of communication and their application in modern media practice.
Historical and Biblical Perspectives of Communication
In an opening message during the morning devotional, Pastor Carlito Quidet Jr., communication director for the Southern Asia-Pacific Division, shared, “To better know and understand communication, I studied its history.” By sharing the experience, he emphasized that a deep, sincere understanding of the field is essential for every digital missionary.
Moving on to a biblical and historical perspective, Pastor Godofredo Romanillos Jr., communication director for the East Central Philippine Union Conference, explained, “Bible writers are the most effective communicators in history. Even during the Dark Ages, when women courageously hid Bibles on their hips to avoid confiscation, persecution only served to produce the opposite effect; it was during those very times that the Word of God spread like wildfire.”
Core Objectives of Digital Strategies for Mission
Turning to the event’s core objectives, Edward Rodriguez, assistant communication director for the SSD, elaborated on the significance of digital strategy for the mission and how it is implemented.
“The ‘Digital Strategy for Mission’ is a strategic framework used by the global church to go beyond traditional outreach to a comprehensive digital presence,” he said.
As Rodriguez further explained, this means that, with the implementation strategy, people in the digital world will be brought into face-to-face engagement.
He emphasized that it isn’t just about posting on social media, since the church has no problem creating powerful content. “However, it is about mastering the digital strategy to be seen by those who seek Jesus online and to lead them to the physical church.”
Referring to what he identified as “Digital Samaria,” he pointed out the sobering reality that fewer than 2% of spiritual seekers find Adventist content when searching online. Nevertheless, with the right gear and strategies, Adventist visibility will increase exponentially.
Centralization of Both Evangelistic and Ecclesiastical Resources
Among the seven digital strategies he discussed was the centralization of both evangelistic and ecclesiastical resources. By establishing a shared web repository, the church aims to ensure these materials are easily accessible to local entities. Furthermore, by consolidating these resources into higher-level organizational databases, the mission can maximize content diversity and ensure that high-quality tools are available to every level of the church.
The training also raised other significant topics, such as the importance of news and media as tools for transparency, highlighting that high-quality reporting serves as a vital bridge connecting the church’s mission to the public.
Responsible Communication, Spokespersonship, and Crisis Management
The topic of the centralization of digital resources was paired with a deep dive into responsible communication, in which participants were urged to act as guardians of the truth by maintaining high ethical standards and safeguarding the church’s reputation through accuracy.
The speakers also addressed spokespersonship and crisis management, providing practical frameworks to ensure that even in challenging times, the church’s voice remains calm, clear, and Christ-centered.
Throughout the series of lectures, participants were given time to gather into small groups to go deeper into the topics. They also brainstormed potential crises and developed effective response strategies. Under the mentorship of the SSD communication directors, they were guided through proven methods of resolving and managing organizational challenges.
Beyond Digital Frameworks
Beyond digital frameworks, the seminar emphasized the human element of ministry, defining the communication leader as a bridge-builder who connects the church’s mission and message to the local community. This role requires mastery of both traditional and modern platforms to ensure the church speaks with “one voice.”
Adventist Identity Guidelines
Aside from leadership roles, the lectures delved into specific Adventist identity guidelines. These identity markers include the use of the official name and logo in the recommended font.
The guidelines also highlighted the importance of a unified visual language and audio-visual production standards. By harmonizing these elements, the church ensures that its creative output remains consistent across all media platforms.
In emphasizing these guidelines, Pastor Rafael Sualog, communication director for the West Visayan Conference, quoted 1 Peter 2:9: “But you are a chosen people, a royal priesthood, a holy nation, God’s special possession…” He pointed out that this identity should be reflected in our work, as we strive to mirror God’s own standard of excellence.
The training also addressed the operational aspects of church life, ranging from producing weekly news podcasts and Sabbath announcements to the sacred nature of Adventist worship.
Participants reviewed guidelines on the reverence, content, and delivery required for preaching, ensuring that the pulpit remains a center of spiritual excellence.
“Ellen White repeatedly emphasized that the worship service is sacred and that those who participate in public speaking must be careful, thoughtful, and spiritually prepared,” Pastor Quidet said, stressing that speech is not ordinary; instead, it belongs to the sacred sphere of the divine-human encounter.
Overall, the goal of this consistency and “connectivity in strategic communication” is to ensure that, whether a seeker sees a church sign, a social media post, or a video production, the branding remains consistent and recognizably Adventist.
It also emphasized professional excellence, reminding participants that even the most inspired mission requires careful planning and proper execution.
Integrating Digital Strategies into OneVoice27 Initiative
Ultimately, the mastery of these digital strategies serves as the critical engine driving the OneVoice27 initiative, the strategic roadmap that unifies the church’s voice and digital efforts. Culminating on September 5, 2027, it ensures that every digital interaction leads to a meaningful connection with Christ and the local church.
By harmonizing the church’s message across every platform—from local church bulletins to global social networks—the initiative seeks to move beyond fragmented communication toward a unified, powerful proclamation of hope.
In addition to strategies of widening the reach, all local churches, missions, conferences, and unions are urged to establish their own media centers, unified under a single global identity: Adventist Media Centers.
Lyn Lucero ⎸ Staff ⎸ ECPUC Communication Department