[ Interpret × Reactive ]

Reflective Observer

Individual:
Organisation:
Total:

[ Interpret × Intentional ]

The Sense-Maker

Individual:
Organisation:
Total:

[ Interpret × Shaping ]

Agenda Shaper

Individual:
Organisation:
Total:

[ Experience × Reactive ]

Storyteller

Individual:
Organisation:
Total:

[ Experience × Intentional ]

Narrative Curator

Individual:
Organisation:
Total:

[ Experience × Shaping ]

Cultural Interpreter

Individual:
Organisation:
Total:

[ Aggregate × Reactive ]

Noticeboard

Individual:
Organisation:
Total:

[ Aggregate × Intentional ]

The Publisher

Individual:
Organisation:
Total:

[ Aggregate × Shaping ]

The Megaphone

Individual:
Organisation:
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The Reflective Observer

Interpret × Reactive

1) Short description

Communication offers thoughtful insight and reflection on conversations already happening, with limited agency or direction-setting.

2) Appreciative Inquiry questions

  • Where has reflection added clarity?
  • How has thoughtful response built credibility?
  • What insights do people value most?

3) Individual 

  • Deepen interpretive skills.
  • Practise careful listening.
  • Articulate insights clearly.

4) Organisation 

  • Create space for reflection.
  • Value thoughtful commentary.
  • Capture learning over time.

5) Stretch 

  • Introduce one proactive interpretive piece.
  • Name implications, not just observations.

Foundational conditions

  • Intellectual humility
  • Listening posture
  • Space for reflection
  • Access to diverse perspectives
  • Safety to speak thoughtfully without pressure to act
  • Respect for nuance

Right to play comes from attentiveness and credibility.

The Sense-Maker

Interpret × Intentional

1) Short description

Media is used to interpret events and trends with discernment, intentionally guiding understanding and perspective.

2) Appreciative Inquiry questions

  • Where have we helped people make sense of complexity?
  • How has interpretation reduced confusion or anxiety?
  • When has our framing guided understanding well?

3) Individual 

  • Strengthen contextual thinking.
  • Practice clear framing.
  • Integrate insight with empathy.

4) Organisation 

  • Align leadership around interpretation.
  • Support depth over speed.
  • Invest in interpretive capacity.

5) Stretch 

  • Test interpretation across multiple platforms.
  • Invite feedback on clarity and usefulness.

Foundational conditions

  • Interpretive skill and clarity
  • Leadership mandate to frame meaning
  • Trust from audiences
  • Ability to slow things down
  • Depth over speed
  • Alignment between insight and values

Right to play comes from authority rooted in trust.

The Agenda Shaper / Weaver

Interpret × Shaping

1) Short description

Meaning and direction are held together. Media actively shapes public understanding, frames complex issues, and weaves stories into an ongoing narrative that guides action.

2) Appreciative Inquiry questions

  • Where are we already shaping conversations responsibly?
  • How are our stories guiding action over time?
  • What influence do we carry that we steward well?

3) Individual 

  • Hold purpose, audience and risk together.
  • Practice long-range thinking.
  • Weave insight into narrative.

4) Organisation 

  • Design systems for sustained influence.
  • Support emotional and spiritual sustainability.
  • Clarify accountability for narrative direction.

5) Stretch 

  • Engage with contested or complex issues deliberately.
  • Invite dialogue on long-term public impact.

Foundational conditions

  • Long-term legitimacy and moral authority
  • Systems that support sustained influence
  • Emotional and spiritual resilience
  • Accountability for public impact
  • Capacity to hold tension and disagreement
  • Clear purpose beyond self-interest

Right to play comes from stewardship, not power.

The Storyteller

Experience × Reactive

1) Short description

Human stories are shared in response to moments and events. Communication creates warmth and connection, but lacks sustained narrative direction.

2) Appreciative Inquiry questions

  • Which stories have created the strongest sense of connection?
  • Where do people recognise themselves in our stories?
  • How has storytelling strengthened trust or empathy?

3) Individual 

  • Listen more intentionally for meaningful stories.
  • Honour emotional resonance as data.
  • Protect authenticity in storytelling.

4) Organisation 

  • Create safe spaces for stories to surface.
  • Support flexible workflows for storytelling.
  • Value lived experience as content.

5) Stretch 

  • Begin grouping stories around shared themes.
  • Reflect quarterly on what stories are teaching you.

Foundational conditions

  • Psychological safety for sharing stories
  • Trust with people whose stories are told
  • Sensitivity to emotional impact
  • Ethical care for vulnerability
  • Permission to be human, not polished
  • Flexibility in workflows

Right to play comes from trust and relational depth.

The Narrative Curator

Experience × Intentional

1) Short description

Stories are selected and shaped with care, creating rhythm, coherence, and a growing sense of shared identity over time.

2) Appreciative Inquiry questions

  • What sense of identity is emerging through our stories?
  • Where do we see coherence taking shape?
  • How are stories shaping belonging?

3) Individual 

  • Sharpen editorial judgement.
  • Pay attention to story sequencing.
  • Notice patterns in audience response.

4) Organisation 

  • Clarify narrative themes.
  • Support editorial reflection.
  • Align leadership with storytelling direction.

5) Stretch 

  • Articulate a one-sentence narrative direction.
  • Test one story series intentionally.

Foundational conditions

  • Editorial judgement and discernment
  • Ability to say no to some stories
  • Shared understanding of narrative direction
  • Time to reflect and curate
  • Leadership alignment around storytelling
  • Respect for coherence over volume

Right to play comes from discernment and restraint.

The Cultural Interpreter

Experience × Shaping

1) Short description

Lived experience is deliberately framed to guide identity, values, and belonging. Media is seen as formative, not neutral.

2) Appreciative Inquiry questions

  • How is our communication shaping who we are becoming?
  • What values are being reinforced through our stories?
  • Where do people experience belonging through our media?

3) Individual 

  • Develop cultural awareness.
  • Reflect on implicit messages.
  • Frame stories with identity in mind.

4) Organisation 

  • Name shared values explicitly.
  • Support editorial framing.
  • Monitor cultural impact over time.

5) Stretch 

  • Reflect on unintended cultural signals.
  • Invite diverse voices into interpretation.

Foundational conditions

  • Deep contextual and cultural awareness
  • Theological and ethical grounding
  • Credibility within the community
  • Ability to hold complexity and difference
  • Trust earned over time
  • Sensitivity to unintended consequences

Right to play comes from legitimacy and wisdom.

The Noticeboard

Aggregate × Reactive

1) Short description

Media is used primarily to share announcements and respond to immediate needs. Communication is practical, timely, and service-oriented, with little emphasis on interpretation or long-term direction.

2) Appreciative Inquiry questions

  • Where does our responsiveness genuinely help people feel informed and cared for?
  • When has timely information made a real difference in our community?
  • What strengths do we already have in getting information out quickly?

3) Individual 

  • Strengthen clarity and accuracy in announcements.
  • Become more attentive to timing and relevance.
  • Notice recurring questions or needs behind announcements.

4) Organisation 

  • Clarify core channels for essential information.
  • Protect responsiveness as a shared value.
  • Support simple, reliable communication routines.

5) Stretch 

  • Add one short line of context to key announcements (“why this matters”).
  • Reflect monthly on which announcements repeat and what they signal.

Foundational conditions

  • Clear access to accurate information
  • Trust that basic updates are useful to people
  • Reliable channels people already check
  • Responsiveness to immediate needs
  • Informal but functional coordination
  • Low risk of misinterpretation or controversy

Right to play comes from usefulness and reliability.

The Publisher

Aggregate × Intentional

1) Short description

Communication is planned and consistent, focusing on producing and distributing content. Structure and routines are strong, but shared meaning is still largely unprocessed.

2) Appreciative Inquiry questions

  • What has planning and consistency already made easier for us?
  • Which routines help us show up reliably?
  • Where has structure reduced stress or confusion?

3) Individual 

  • Improve editorial discipline and scheduling.
  • Refine clarity and quality within existing formats.
  • Strengthen follow-through on plans.

4) Organisation 

  • Formalise publishing rhythms.
  • Support basic editorial calendars.
  • Acknowledge reliability as a core strength.

5) Stretch 

  • Identify one recurring theme across content.
  • Introduce a simple reflection after publishing cycles.

Foundational conditions

  • Basic planning capacity (time, calendars, routines)
  • People who can execute consistently
  • Agreement on formats and channels
  • Clear expectations around frequency
  • Enough stability to plan ahead
  • Permission to prioritise order and structure

Right to play comes from discipline and predictability.

The Megaphone

Aggregate × Shaping

1) Short description

High-volume communication drives visibility and influence. Media is used to amplify reach and momentum, often prioritising scale over depth.

2) Appreciative Inquiry questions

  • Where has visibility helped us reach people we otherwise wouldn’t?
  • How has momentum energised our work?
  • What influence are we already exercising well?

3) Individual 

  • Refine platform-specific messaging.
  • Learn to read engagement patterns more deeply.
  • Balance speed with attentiveness.

4) Organisation 

  • Use reach strategically, not randomly.
  • Align visibility with purpose.
  • Support teams managing high output.

5) Stretch 

  • Choose one high-reach message to deepen with context.
  • Pair reach metrics with one meaning-based indicator.

Foundational conditions

  • Confidence in message and legitimacy
  • Capacity to handle visibility and scrutiny
  • Platforms that can sustain high output
  • Basic analytics literacy
  • Leadership support for public presence
  • Ability to respond to backlash or misunderstanding

Right to play comes from scale, confidence and resilience.