Vatican Can’t Stop PR Woes

 Vatican Cant Stop PR Woes

The PR Verdict: “F” (Full Fiasco) for the Vatican.

What could be in the Vatican dossier? That is the question on the media’s collective mind as rumors continue about the contents of the 300-page dossier complied by Vatican officials into the Vati-leaks scandal. What is already well known is that the report details an underground network of gay clergy, allegedly blackmailed by a rival faction within (or possibly outside) the Vatican. Throw alleged nefarious dealings with the Vatican Bank into the mix, and no wonder the recently resigned Pope has a PR headache larger than his ceremonial headdress.

The upshot? Rumors abound that the Pope resigned not due to failing health, but because the repercussions of the recently complied dossier are so damaging he thought it better to return to a life of isolated prayer. Not true, says a Vatican spokesperson, who has vehemently denied media reports, claiming they are “unverified, unverifiable, or completely false.”

Meanwhile, the Vatican is hurriedly making changes to its top management. It announced a new head of the Vatican Bank and moved one of the bank’s former heads to a new unrelated role. Vatican PR says these changes are unconnected with the dossier and is accusing the media of trying to discredit the church and its government. No one can say for sure, but if the Vatican was a publicly traded company, its stock would now be at all time low.

THE PR VERDICT: “F”(Full Fiasco) for a woeful week for the Vatican.

THE PR TAKEAWAY: Start from the beginning. From the moment Pope Benedict said I quit, Vatican PR has been fighting an uphill battle. Conceding that his sudden resignation was a surprise, Vatican PR immediately created fertile ground for rumor and speculation. When a company changes management and chooses a new CEO, there is usually a plan in place to help the transition look seamless and unremarkable to the outside world, no matter what went on behind closed boardroom doors. What happened here, at one of the world’s oldest organizations? That’s as mysterious as the contents of the dossier, but for the Vatican, the problems look set to multiply like loaves and fishes.

Vatican’s Defense: Leaked Documents Are Work of Satan

 Vaticans Defense: Leaked Documents Are Work of Satan

The PR Verdict: “F” (Full Fiasco) for Vatican PR.

Apparently the Lord is not the only one who moves in mysterious ways. Now the Vatican says it needs to factor the Devil himself into its PR planning. Wondering why current leaks are destabilizing the Vatican and creating havoc in the traditionally hushed institution? The Vatican says the current scandal involving leaked documents and allegations about its financial dealings–known as Vati-Leaks–is the work of Satan.

This startling theocratic explanation comes from none other than Cardinal Tarcisio Bertone, who apparently ranks second only to Pope Benedict in the Vatican’s’ hierarchy. When asked by Italian media why damage control had failed so miserably, he said the Vatican’s latest headaches were the Devil’s attempt to undermine the holy order.

No wonder the Cardinal  is annoyed: The Devil has leaked sensitive documents and broken secrecy surrounding the Vatican’s banking system. Bertone said in an interview that the image of the Vatican as a place of intrigue and power struggles was misleading, but then somersaulted 180 degrees by commenting, “The truth is that there is an attempt to sow division that comes from the Devil.”

The PR Verdict: “F” (Full Fiasco) for Vatican PR. (And presumably ”A”–Gold Star!–for the Devil and his PR). If trying to portray events as storms in a teacup, then invoking the Devil is bound to confuse.

The PR Takeaway: It’s not possible to have it both ways in PR. If current scandals are blamed on the Devil, then claiming that there is nothing to worry about sounds odd indeed. Stand the Devil down, Vatican! Otherwise, if some of the allegations are proven to be true, then the Devil might find himself hailed as a whistleblower. What then?

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