Everyone needs media coaching once in a while, including Pope Francis. The Vatican has been recently involved in embarrassing situations due to poor media preparation. Time after time, Vatican spokesmen have been forced to release awkward clarifications after failed media opportunities. And more often than not, these clarifications cause more confusion. Pope Francis’ latest interview with 90-year old journalist Eugenio Scalfari was no exception. His interview published in the Italian newspaper “La Repubblica,” caused a messy aftermath that raised eyebrows and provoked debates due to the pope’s comments regarding pedophilia.
Pope Francis’ was quoted as saying, “many of my advisers who are fighting pedophile priests with me are giving me reliable data that estimates pedophilia inside the church at a level of 2 percent.” Then he added, “Among the 2 percent who are pedophiles are priests, and even bishops and cardinals.” It is important to note that La Repubblica’s journalist has a reputation of choosing not to record or take notes during his interviews. But, regardless of what was exactly said, it is clear that the essence of the conversation revolved around a problem and not a solution. According to Phil Lawler, a writer for the Catholic Culture website, Pope Francis tends to speak off the cuff and does not usually rely on competent staff members who can brief him about any potential difficulties before he speaks to journalists.
Our Ready advice to Pope Francis and his communications team is to plan ahead. The Vatican press office should study the media outlet they will be dealing with and discuss any possible pitfalls that may arise during the conversation. Additionally, they should create message points that promote the Catholic Church’s cause in a positive way. This would allow Pope Francis to bridge his responses to those messages when facing difficult and controversial questions. In spite of Pope Francis’ intentions of speaking from his heart, he has to be aware that he is an influential figure. And as he most certainly found out, what he says to the media may have unexpected consequences.