Priorities for Next Pope: Successful Communication

News Story from RomeReports.com

Having a good message, is no longer enough. In today's world, it's essential to communicate it clearly. The Vatican has long perceived that communication is an ongoing issue, in which it needs to raise its game.

One of the last measures Benedict XVI took was hiring American journalist Greg Burke as the Vatican's media adviser, a formal role supervised by the Secretariat of State

GREG BURKE
Vatican Communications Adviser

“Things move very slow in the Vatican. I don't think we are totally up to date. But certainty in recent months, we saw the Pope go on Twitter, and I think that was positive. We saw also a hub, news.va. There had been a lot of criticism the Vatican had a website early on, but it's very slow to change. But the hub of news.va, bringing many of the Vatican news sources together, it's been very positive.”

To dialogue with society, outreach is essential. The Vatican recognized it and increased its online presence, as well as on social networks and mobile devices. But, there's one more thing the Vatican improve upon.

GREG BURKE
Vatican Communications Adviser

“I think we can learn from things that work. We can learn from things that work in other Church institutions, in local churches and we can learn from other institutions. I always use an example that might be slightly heretical, but of the UN World Food Program. They have a great website, they offer video, the have all their spokespeople, their names, the faces, the emails, the cells phone. And I thinks that's a very good kind of example.”

Communication of an international institution like the Church will pose a great challenge for whoever takes over the @Pontifex Twitter account.