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February 28, 2013


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I believe the atholic Church will have a difficult time attempting to rebrand itself. I has to get beyond the stigma of some priests inappropriate behavior with younger boys.

Krishna De

The election of a new Pope will certainly signal a change (or not) for the Catholic church.

The use of online channels to support communication has been used very effectively by some here in the priesthood in Ireland.

Someone I have got to know is a Catholic Army Chaplain here in Ireland and he has worked hard to use social media including Twitter and online video to share the work that his cadets are involved with. This has engaged me personally in their work.

If it had not been through social media we had connected then I may never have got to meet him!

Digital technologies can certainly be an enabler in helping all faiths share their message and help us learn more about each other.

David Meerman Scott

Krishna, Thanks so much for jumping in. What you've experienced in Ireland is very encouraging. There is so much opportunity for the church to transform. Maybe they should hire you!


I was going to say that this is typical of the Catholic church, standing in the pulpit preaching sermons to all but never listening to any. But then again HMV had a twitter account and the senior management had no idea how to use it. So maybe it was a management thing.

David Meerman Scott

Peter - I think it is a combination of arrogance and ignorance.

Hal Fickett

I hope a two-way dialogue becomes their strategy in the future regarding the use of social media. I certainly think this is a positive way to engage in the rebranding process. I also think social media is a fabulous way to engage people, Christian and non-Christian alike. Great blog post David! Thanks!

Gil Pahceco

You tackled a global icon to make a well pointed PR distinction between the use of broadcast messaging versus engaged communication. While the crisis strategy to influence a general audience may be a good tactic in most environments; your subject icon is unfortunately steeped deeply in a culture of broadcasting rather than embracing a truly meaningful and engaged dilouge for not only "rebranding" - but for internal change as its formost goal. This effort, if accepted, will take at least one or two generations of continuous work and effort in the remaking of the internal culture of the Church to realistically (re)establish its credibility and image in the world.

John Running

Great write up. Thanks a lot for sharing !!


I see Scotland's Cardinal Kieth O'Brien has admit his abusive past and will now be investigated behind closed doors with the results never to be realised. Nice to see the Catholic Church sticking to its traditions of hiding everything away. I think Hal you may have to revise how many generations this is going to take.


Wow! I'm loving this post.

1. t's refreshing to see a different type of article about the resignation of the pope, rather than the who, what, when, where and whys.

2. Is it crazy to anyone else that the church uses social media now? I've always considered it so old-fashioned, it's surprising!

3. It's even more surprising to me that the Catholic Church is rebranding. I never thought of it as branded in the first place.

What's next for the church?
Thanks for this!


Nice idea, but they are too entrenched. We only know a tip of the iceberg and so they still have to be secret as they still have too many secrets.

David Meerman Scott

Thank you Catie. I wouldn't say "the church" uses social media. Certainly some people in the church do. I'm not sure the church is rebranding. My post is simply a suggestion that they do.

Edwin - Sadly, I tend to agree with you. But we'll see...

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