Evangelization’s Essential Tools of the Trade
@ Gregory Tucker
Just as “a rising tide lifts all boats,” the opposite is also true. As Catholic dioceses across the country work to repair the severe reputation damage that has resulted from the ongoing clergy sex abuse crisis, the reality is that media glare cast upon newly reported instances of crimes and leadership failings (however long in the past) in one locale or another inevitably results in two steps back for every step forward. All news is universal. The days of purely local news coverage are over, and have been now for the better part of two decades. News and related commentary by consumers (often as harsh and influential as the reporting itself) is no longer confined to the geography and audience most immediately impacted. Consequently, a media account in Ypsilanti of a new clergy abuse case (for example) - or the failing of a Church leader to have effectively prevented it - is an issue Catholics in Spokane and for any and all who are working to assert that what happened in the past is no longer possible in the present or future. “See, they still just don’t get it” is a common refrain among a majority of Catholics still clinging to their faith and Church, while hoping for evidence that things have, in fact, changed for the better.
A 2019 Pew Research Report on the effects of the clergy sex abuse crisis on Cathlics indicates that eight-in-ten U.S. adults affirm their that reports of misconduct by priests and bishops are not a thing of the past, but “ongoing problems that are still happening” in the church. Only 12% believe that these accounts are “things that happened in the past and mostly don’t happen anymore.” Notably, eight-in-ten non-Catholics (81%) say the problems in the Catholic Church are ongoing, according to Pew’s research.
Pew Research Center
Disillusionment results in disengagement. The ongoing scandal has resulted in one-quarter of American Catholics reducing their Mass attendance (27%), as well as their financial generosity (26%). A far smaller percentage (18%) indicate that they have expressed support to their parish priests.
Pew Research Center
So, what to do? Acknowledging the crisis in clear and forceful terms is an essential first step - as many dioceses have recognized in adopting more rigorous policies and protocols (and third-party reporting mechanisms) to protect children and ensure greater accountability and transparency among Church leaders. Counterbalancing the narrative generated by what seems an endless crisis is the necessary next step. The fact remains that there is an untold number of Catholics whose devotion to their faith and determination to manifest it in their parishes and through any number of community outreach initiatives are undeterred. This isn’t a matter of merely generating “good PR,” but of telling another, equally valid story. Though deeply disappointed and disillusioned by the ongoing scandal, Catholics of all ages and demographics persist in living their faith and remain unapologetic in their Catholicism. This “disassociation” from the scandals that preoccupy Church leaders and dominate media coverage of the Catholic Church, is for many a survival tactic, their way of maintaining the identity they have only ever known as Catholics and Christians. Dioceses and their communications professionals who inevitably spend a majority of their time anticipating and dealing with crisis, must be similarly preoccupied with giving voice to the stories of these faithful Catholics who, in their own quiet witness, reveal the immense good that is accomplished each and every day and among those in need, serving the most vulnerable, all because their Catholic faith compels them.
The platforms to do so are plentiful and it’s long past time that dioceses and parishes invest in these new capabilities to relate those other compelling stories and their positive impact, engage broader audiences, and counterbalance the negative realities and perceptions with authentic storytelling. If all you’re talking about is priest sex abuse, lawsuits, and the woeful failing of Church leaders, that’s then all you’re talking about. It also represents a disservice to those faithful Catholics who are making a measurable difference in ways both great and small. It’s not a matter of either/or, but “and.”
The argument that a larger percentage of the faithful are of a generation less adept in using social media or online platforms cannot be an excuse to defer or delay adapting to 21st century engagement capabilities. While younger populations led the way in utilizing social media, increasingly older adults have become regular contributors and consumers of social media platforms such as Facebook, Instagram, and even TikTok. Those between the ages of 65 to 74 have become the most active users of social media in recent years. In 2019, more than 75% of respondents in this age category claim to have used social media, a sharp increase from only 40% in 2014. The trend will only continue to increase, even while presenting an opportunity to engage younger audiences in ways they don’t expect.
TikTok Users in the U.S. by Age Group (June, 2020)
Statista 2020
Millennial and Generation Z clerics and lay parish ministers are digital natives, ideally suited to exploit the online tools and platforms that offer the potential for effective story-telling - and evangelization - so needed. Seminaries and continuing education centers would do well to include training in best-practice approaches for optimizing these engagement tools and approaches as a required core skill-set of today’s ministers. Just as “No one after lighting a lamp puts it under the bushel basket, but on the lampstand, giving light to all in the house” (MT 5:15), those in the Church must not merely admire how well secular interests effectively use today’s engagement tools and tactics, but do so just as well, if not better.
Increasingly, the Faith and its propagation for new generations hungry for hope and eager to learn more of the story will depend on it. The Tucker Group LLC offers specialized social media training for individuals and teams, as well as content development and strategic positioning counsel. The Tucker Group is a specialized communications consultancy that provides services related to strategic brand positioning, employing approaches and tactics to advance personal and organizational objectives, mitigate reputation risk and engage essential stakeholders.