PR and the Pope

Pope Benedict XVI's recent visit to the U.S. was looked at in a lukewarm fashion by many U.S. Catholics, including me, primarily due to his conservative history and the assumption he would take the Church backwards. And, although Christianity is based on forgiveness and being forgiven, many Catholics still have a difficult time letting go of the Church's handling of the child sex abuse scandal. That also includes the pitiful way John Paul dealt (or better stated didn't deal) with such a heineous crime against children.

Pope Benedict's blunt and heartfelt acknowledgement of the "evil" of the sex abuse crimes before ever touching American soil was a head turner and a calculated change in public relations strategy for the Church. The Pope's personal commitment to "do everything possible to ensure this does not happen in the future," his continued discussion on the topic and meeting many of the victims indicates a re-birth in the way the Vatican is running things.

This situation as a whole reiterates the importance of balancing the value of any organization's brand (yes, the Church has a brand albeit Divine) with litigation risks. When is the proper time to accept responsibility, apoligize and try to make things right?

In textbook fashion the Church faces two courts: the court of public opinion and the court of law. By not addressing the savage treatment of the Church's youth the Vatican lost in the court of public opinion. And, monetary damages lost in the court of law are much more easily regained than a loss of faith, trust and reputation.

Pope Benedict taking on the biggest issue facing U.S. Catholics was a bold and smart step in moving the Church beyond its ugly past. Now, the world congregation will hold the leadership to its word. If Benedict keeps it, his legacy will be that of healing and rebirth for the Church in the U.S.

Photo borrowed from: CNS photo/Nancy Wiechec

Interview during flight to the USA:
http://www.vatican.va/holy_father/benedict_xvi/speeches/2008/april/documents/hf_ben-xvi_spe_20080415_intervista-usa_en.html

Vatican website:
http://www.vatican.va/holy_father/benedict_xvi/travels/2008/index_stati-uniti_en.htm

U.S. Papal Visit website:
http://www.uspapalvisit.org/

There's No Such Thing As Perfect...

Hindsight is always 20/20…. I should have opened this Blog with a disclaimer.
The name of this Blog: “Perfect PR” is a misnomer. Whether approaching the term using perfect as an adjective (meaning flawless) or a verb (bringing to completion or making flawless/faultless), there is rarely one right or absolute way to address public relations. There are, however, best practices.

The Perfect PR Blog is intended to broach on best (or worst) practices. And, perhaps, simply bring to light various trends in the public relations and marketing industry. The goal is to use it as a forum to discuss the many facets and approaches to public relations.