CathBlog – Getting brand Vatican ‘on message’

The brand is everything. Name-recognition, credibility, reliability are all things highly valued by a discriminating public and advertising the brand is all about value creation.

The greatest guarantee of value-adding is good will and the market place determines that. Right now the Vatican is desperately seeking both. It needs to promote the brand and clarify product identity.

Recently the Vatican Press Office hired a highly credentialed and well-connected outsider to provide some much needed professional advice and expertise in the face of unprecedented criticism of the Office’s uneven performance and suspect credibility.

The new help is Greg Burke. He is an Opus Dei numerary, previously Rome correspondent for Time Magazine and the formerly Legion owned National Catholic Register (not Reporter). Most recently he was with Fox News.

Burke knows Rome and the news and information industry. He knows the public and the power of persuasive language.

But his immediate focus is getting his employers to understand the power of modern information technology and public perceptions about the credibility factor of the information communicated. [more]

SOURCE

CathNews.com