Getting the message through

As a result of the unprecedented "interest" shown by the UK media in the Catholic Church, and particularly in Cardinal Murphy O'Connor, the Archbishop of Westminster has now appointed a new press secretary.

It will be recalled that towards the end of last year Cardinal O'Connor featured prominently in reports in the press and on the BBC about a paedophile priest and the allegations - which proved to be unfounded - of negligence by the cardinal in dealing with the case when he was still responsible for the diocese of Brighton and Arundel, where the priest served.

The way the cardinal's office dealt with the media left a lot to be desired and came in for criticism. Hence the recent appointment of a professional, experienced PR man to deal with the media. In this media-dominated age public relations is vital. No organisation can survive if it has little or poor rapport with the public at large. The Church is no exception, even though it is convinced that it has the monopoly of truth in matters of faith and morals.

As the Pastoral Instruction Communio et Progressio (1971) put it: "The Church must maintain contacts and lines of communication in order to keep a relationship with the whole human race. This is done both by giving information and by listening carefully to public opinion inside and outside the Church..."

Contrary to what many may think, public relations is not propaganda or sales talk but, as one expert put it, "it is mutual understanding, listening to people's views and needs, doing your best to meet them half way and winning the reputation your organisation deserves... What organisation can afford these days not to call on the professional aid of those whose job is not merely to communicate but to listen and advise? Surely not the Catholic Church.

One has to bear in mind that in "confronting" the media the Church is dealing with professionals, some of whom are experts not only in forming public opinion, but also, at times, in manipulating it. This is often the case where the Church and priests are involved. In many countries, even in so-called Catholic countries, anti-Church prejudice is strong and the media seem to be unable or unwilling to be objective and impartial in dealing with issues concerning the Church.

Again, the media hardly ever find anything of news value in what the Church has to say unless this touches controversial issues. One has to admit that quite often the Church is not without fault as the "packaging" is poor and unattractive and as a result what it has to say hardly ever makes it to the front pages or the main news bulletins.

In this day and age the Church needs professionally trained media people like it needs canonists, biblical scholars and theologians. It is a pity that 40 years after Vatican II and 30 years after Communio et Progressio the message doesn't seem to have sunk in and action is taken only when a crisis erupts.