Vatican PR is a misnomer.
It is a rumor-plagued antique that should be brought into the Twentieth Century, argues Catholic World News Editor Philip F. Lawler argues on the USA Today opinion page. He explains:
In its dealings with the news media, the Vatican is severely handicapped by an institutional bias toward secrecy and a "need to know" approach to the release of news stories. Every reporter dealing with church soon learns the truth of the axiom: "Those who know don't talk, and those who talk don't know." Just like White House reporters, Vatican specialists compete to be the first to break important stories. But whereas reporters in Washington receive regular briefings, those in Rome must simply rely on officials of the Roman Curia who are willing to drop hints or pass along in-house speculation. The result is a hyperactive rumor mill. Clerics and Vatican-watchers exchange gossip and innuendo, hoping to cobble together a better understanding of what is happening behind the Bronze Door of the apostolic palace.
The solution he sees is fundamentally an exercise in fidelity to the Christian faith:
How could the Vatican improve its ability to convey stories accurately? The necessary steps are simple enough: Plan announcements in advance. Anticipate objections. Alert potential allies. Prepare "talking points." Have experts on hand to brief reporters when the announcement is made.
Above all, the church should adopt a communications strategy that demonstrates confidence in the innate power of truth. For the Vatican, public relations work should be recognized not as a matter of spin control or massaging of the facts, but a function of the church's teaching ministry. And the mandate for that ministry comes directly from Jesus, who promised (John 8:32) "you will know the truth, and the truth will set you free."
The rest here.
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