In a world saturated with messages and immediacy, communicating with authenticity and purpose becomes more urgent than ever. From La Machi – Communication for Good Causes, we had the privilege of being part of the training cycle organized by the International Union of Superiors General (UISG): “Institutional Communication for Religious Life”.
This initiative seeks to empower those who lead institutional communication in religious congregations, providing them with strategic, creative tools aligned with their mission.
A formative path with identity, vision, and purpose
During four sessions – face-to-face and online, in four languages – we accompanied participants from all over the world in a dynamic and profound itinerary. Each meeting was an opportunity to share experiences, reflect in community, and reinforce the value of communication with soul.
Session 1: Strategic communication plan (Juan della Torre)
We opened the cycle with a key premise: without strategy, there is no sustainable mission. Juan della Torre offered a practical workshop on how to develop a strategic communication plan for congregations, based on their charism and pastoral objectives. From the definition of key audiences to the choice of channels, this session integrated ecclesial communication consulting tools and long-term vision.
Session 2: Religious Storytelling using the case of The Pope’s Video (Manolo Portabella)
The power of a well-told story can transform hearts. In this session, we explored storytelling for religious organizations through the experience of The Pope’s Video. Manolo Portabella showed how to communicate values with creativity, sensitivity, and global focus.
Session 3: AI for evangelization (Llanos Meseguer)
Can artificial intelligence strengthen digital evangelization? Llanos Meseguer proposed a hopeful and strategic look. We talked about personalization of content, optimization of resources, and new ways to connect with those seeking meaning. A conversation that unites technology, faith, and a humanistic-Christian communication.
Session 4: Strategic branding for congregations (Pablo Pagès)
A well-constructed brand communicates identity and mission even in silence. Pablo Pagès addressed branding for social and religious organizations, demonstrating how visual design, institutional tone, and narrative coherence can be pastoral tools at the service of encounter.
💬 Much more than a training course
Each session was a space for honest exchange, active listening, and bridge-building. From La Machi, we experienced it as an opportunity to continue making our purpose a reality: to accompany religious institutions to communicate with creativity, social impact, and fidelity to their mission.
This cycle represents our vocation as a communication agency with values, specialized in faith and values campaigns, religious institutional communication, and digital marketing for the Church.
We continue to walk with gratitude and enthusiasm, convinced that when communication is placed at the service of the mission, there is always something new to announce.
🔗 More information about the training course and upcoming modules: UISG – Institutional Communication 2025.