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/