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"In societies where there is widespread suspicion of exaggerated claims, ploys for power, manipulative marketing techniques and organised religion, the church will have to adopt different communication strategies to avoid suspicion. It’s stance must be less confrontational and programmatic and more relational and contextual. We have a lot of unlearning to do if we are to relate to a growing segment of the population that has either given up on church or for which church has never been part of its life." pp189