One of my favorite books from last year was Essentialism by Greg McKeown. I loved this quote:

The word priority came into the English language in the 1400s. It was singular. It meant the very first or prior thing. It stayed singular for the next five hundred years. Only in the 1900s did we pluralize the term and start talking about priorities.

In short, the author is pointing out that priorities (the plural of priority) is a fairly new invention. Sure, you can claim to have multiple priorities, but in reality you only have one priority. Only one thing can be the foremost thought in your mind. You may want multiple priorities to matter to you, but you can really only focus on one.

Your church’s communication channels are no different. You can claim that you have multiple ministries and events of equal importance, but you can’t give them all priority. When you do try to give them all priority, nothing will have priority and therefore nothing will be communicated.

Declaring something as a priority is hard, because you’re saying that something else (a person, ministry, event, etc…) is not. However, that’s why your in charge of communications. To make the hard calls and decide what is the priority.