“If only I may finish the race and complete the task the Lord Jesus has given me.” Acts 20:24

I am firmly convinced it is not an accident that God has allowed the Internet and Web to be developed at a time when traditional media has reached it’s full potential. I believe this has occurred so that Christian communicators can see the potential of leveraging existing assets into a new media platform for completing the Great Commission in our lifetime.

It was the view of Tom Watson Jr., then radio and films secretary for The Evangelical Alliance Mission, that cooperation among media work and workers could complete the task more effectively. Here’s how he put it.

“We need to find new ways for active cooperation to increase effectiveness and eliminate unnecessary duplication and competition. Consideration needs to be given to possibilities of exchange of information, materials, personnel and ideas in order to get the job done more efficiently,” he said.

Tom Watson Jr. said that forty-two years ago, in an article titled “Can We Make Christian Communication More Effective?” (Radio Telegram, 1968).

With cooperation and collaboration happening on a mass scale, it would seem the perfect time for Christian communicators to again address Tom’s question and call to action.

What would it take to get that level of cooperation started?

A compelling conviction. Does the idea of churches, broadcasters and ministries working closely together for the gospel on an ongoing basis in your city sound exciting? Have you seen remarkable things achieved for the kingdom when organizations marshal their resources for a specific initiative, and media plays a central part?

If that’s you, then pray! The details are not important in the beginning. Knowing if God is calling you to play a part in bringing His people together is the main consideration.

Paul was compelled by the Spirit to go Jerusalem. He obeyed. (Acts 20:22)

A steadfast faith. The Church is waking up and moving into the communications picture in much stronger terms than she has ever done. Any idea that would rapidly saturate the Web with the gospel, such as networking the intelligence and innovation of Christian organizations using media, would be met by satanic attack.

Paul had been warned by the Spirit to expect hardship. He was prepared. (Acts 20:23)

A marathon mindset. A popular video circulating the Internet notes that it took radio 38 years and television 13 years to reach audiences of 50 million people, while it took the Internet only four years, the iPod three years and Facebook two years to do the same.

Are we nearing the end of the communications race, when everyone on earth will be connected?

The last few miles of a marathon can be the hardest. Christian communicators must put themselves in the best possible position to last the distance. Joining together to use every tool at hand could make our finish one for the record books.

Paul had the marathon mindset and was ready to give up everything, even his life, to finish the race. He was committed. (Acts 20:24)

A next step. What will the new Christian media platform look like? No one has an answer for that yet.

It’s been said that some big companies fail, not necessarily because they didn’t see the coming innovations, but because they failed to adequately invest in those innovations. It will take many experiments, not just a few big ones to find a scalable model. That takes capital. Combining precious limited resources can make reallocating people, technology and other assets less of a challenge and stumbling block.

The task of testifying to the gospel of God’s grace.

Acts 20:24

Start your own “ThinkLab” where technology and media practitioners and thinkers in your city can meet, pray and work together–a type of mass collaboration–on innovative ideas for creating a new Christian media platform. Conduct experiments. Document everything online.

Working together, we can make Christian communication more effective. Let us put on the armor of God and, like Paul, get on with the task the Lord Jesus has given to us. He was confident. (Acts 20:24)

Question: Can we make Christian communication more effective? Agree? Disagree? What are some other next steps?