An old hand engages with a new audienceSeptember 25, 2013
The Vatican - yes, the Vatican - has found a way to engage with a new audience. One interview from fledgling Pope Francis - described as a "thunderbolt" by the LA Times - has cast a new light on how leaders can send a message.
Granting an interview is hardly a new tactic but Pope Francis' words have scattered like lightning through new media channels. http://www.latimes.com/world/worldnow/la-fg-wn-reaction-pope-francis-interview-20130919,0,5977572.story
It's paid off for the new Pope, who had already jolted his very conservative minders by habitually ringing people for one-on-one chats. He even called personally to cancel his newspaper subscription. http://www.kansascity.com/2013/09/13/4479054/pope-francis-the-cold-call-pope.html
He may have dropped that attachment to the traditional media but he is doing nicely spreading his message to audiences in new ways. But the approach isn't for everyone - you need a certain personality. It's probably not the advised method for Cardinal George Pell.