Recently I came across an interesting little tool that I plan on using once in a while to see if my writing is as readable as I think it is. It is called the Gunning Fog Index.

Using a calculation that factors words per sentence and the complexity of the words you use, this tool gives you an idea of how complex your writing might be—at least from a scientific perspective.

The Gunning Fog Index isn’t necessarily a sure thing. Surely we could find some G.K. Chesterton text that is powerful, readable and inspiring that would score well above the desired “12” score in the Gunning Fog Index. However, the idea of using simpler words and sentences is important for the average blogger. Few of us have a specialized audience. While our content should certainly be specific, most of us are looking for a broad stroke of the American demographic. Writing in a way that is easy to read (and less like walking through a swamp) will help keep readers coming back and draw in a larger audience.

Check this tool out and see how it might help you.

Full disclosure: this post scored a 12.14

The Catholic News Service has a story out about two teachers who have filed lawsuits against the Diocese of Fort Wayne-South Bend as well as the Archdiocese of Cincinnati (separately). They claim discrimination because they were fired after pursuing in vitro fertilization treatments.

In the Diocese of Fort Wayne-South Bend the teacher was called to meet with pastor of the school. She said in a CNN interview, “I didn’t think I was doing anything wrong.” Either she is completely ignorant of Church teaching or she was fishing for a lawsuit. That alone should get her fired. It’s a Catholic school! Either way, it could be expected that similar lawsuits might come up throughout the country, in effect, challenging Hosanna v. Tabor with the Americans with Disabilities Act (infertility is considered a disability) and the Civil Rights Act. [CLICK HERE to see her comments to CNN.]

This seems to be one of those instances where lawsuits are filed not with an expectation of winning or to settle a legitimate legal grievance, but instead with the expectation of smearing the Church and stigmatizing Catholics. (The other common goal is a settlement.)

Those who are new to communications or public relations learn an early lesson when working for the Church. They’ll ask, “Why are we getting sued? There’s no way they can win!” Winning the lawsuit isn’t the victory. These kinds of cases have ample amounts of Appellate and Supreme Court precedent to be dismissed fairly quickly, but it still causes quite a public relations stir because each time stories like these pops up, the Church appears once again to be “anti-women” or fixated on restricting “reproductive rights.”

Once that happens, critics and commentators start asking questions like, “Why does the Catholic hierarchy remain so intent on these issues? Aren’t there bigger issues for them to deal with?” Sound familiar? It should.

Quite frankly, it’s a very clever trick. Bring up the issue that the media can’t help but impose on the Church, then turn around and ask why the Church is even talking about it.

You have probably heard a lot of Catholic publishers talk about how young people, including millennials, are using more traditional media than social medias when it comes to what they read.

FAITH Catholic, for instance, is a magazine (and more) publishing house for a growning number of Dioceses throughout the country. They are usually one of the more influential companies to attend the Catholic Press Association Annual Conference, which is coming up in June. Groups like this often tout the fact that most people, including the youth, are still using traditional magazines and newspapers—more so than ebooks, emagazines, enewspapers, etc. For now they’re right—but they also offer website building and mobile platform building for a reason. Similarly, Catholic Online offers digital parish bulletins—a growing market.

In my humble opinion, I believe the Catholic publishing world will experience a bubble bursting soon enough. It’s not that an ebook is more pleasant to read than a regular book, but its that social medias make it easier to access information, and therefore easier to share. As people start to change their thinking about how they access information, and want to defer to one platform rather than several, social medias will play a larger role for the Catholic Church.

This infograph below demonstrates how millennials are using Facebook with regard to companies (including non-profits).

Here are a few highlights:

    • 44% spend less than 30 minutes per day on Facebook, and 86% get on Facebook every day!
      • MEANING? Multiple Facebook posts per day can be a good way to catch them during that small window.
    • 75% like organizations, including religious organizations.
      • MEANING? A parish, diocese, or Catholic blog Facebook page can be a great avenue to spread the word.
    • Millentials browse profiles.
      • MEANING? Don’t post blocks of text! Give them small, interesting bits that entice them to click and read more.
    • 69% Rarely or Never visit Fan pages
      • MEANING? Your page means nothing if you’re not offering dynamic content that appears in news feeds. Remember, Facebook is the tool, not the engine. The tool makes the engine work. So if your content isn’t good, your Facebook won’t be successful.

(via The Measurement Standard)

In the latest Newsweek magazine, Andrew Sullivan captures the essence of his belief about the Catholic Church with his article “The Forgotten Jesus: Christianity has been destroyed by politics, priests, and get-rich evangelists.”

In reading any anti-Catholic dribble, it’s important to understand where the commonalities are, so that you can quickly identify it for being what it is before reading the whole thing (and wasting valuable time), and moving on.

Consider the author

When inquiring about the present state of nanoscience, it is best to speak with a nanoscientist. When inquiring about the present state of historical literature, speak with a historian or a novelist. When inquiring about the present state of Christianity, don’t speak with a self-identifying Catholic who endorses homosexuality, repudiates the Church’s position on a myriad of subjects, and was once caught posting online anonymous advertisements for unprotected anal sex, preferably with “other HIV-positive men.” Not exactly a credible source, is it? But, then again, this is Newsweek we’re talking about.

It seems that part of Sullivan’s living is made by being the secular-liberal’s favorite “struggling Catholic.” After all, who’s better to tongue-lash the Catholic Church than someone who claims to be one? It’s the legendary wolf in sheep’s clothing tactic. The left likes nothing more than seeing someone lie for their own benefit.

Consider the premise

Sullivan goes on at length about how Thomas Jefferson cut from the Bible only Jesus’ own words and said that those were essentially the only content worthwhile in the Scriptures. Much of the article stands upon the idea that if only Jesus were actually listened to, perhaps we dumb 99.99% of Christians who read ALL of Scripture wouldn’t be such terrible human beings who care about issues like abortion, gay marriage, the family, etc.

The relevance of Thomas Jefferson as a credible source on religion is hard to understand. Sullivan elaborates that if the words of Jesus were listened to, like St. Francis of Assisi was so apt at doing, then we wouldn’t see this blend of religion and politics that often seems to muddy the cultural waters.

“When we think of Jefferson as the great architect of the separation of church and state, this, perhaps, was what he meant by “church”: the purest, simplest, apolitical Christianity, purged of the agendas of those who had sought to use Jesus to advance their own power decades and centuries after Jesus’ death,” writes Sullivan.

The premise of this statement, which applies to the entire piece, is that religion should be boiled down to simple piety and that whenever theology has an influence on government, it corrupts both.

One problem with that premise is the fact that true Christian understands simply piety to be more than resting in the woods in prayer, and that removing theology from influencing government castrates both the moral foundations of all public policy as well as religious liberty.

Did the conclusion precede the problem?

People who claim to be Catholic only to use that “allegiance” as a supposed foundation for credibility often start with an intended outcome, and then identify the problems that contribute to that outcome.

What I’m saying is this: Sullivan wrote this article with a particular issue in mind. Ok, this is a hypothesis with no evidence, just an inkling. That needs to be put up front. But the fact that he desires Christianity to go back to the good ole days of leaving everyone else along and not proposing any conflicting moral voice into the culture tells me that the HHS mandate is fresh in his mind. He never mentions it, mind you. But after all, what do liberals need in order to force upon religious employers their vision for “reproductive rights” and require religious institutions and people to violate their own teachings? Passivity.

He praises St. Francis ofAssisifor fleeing “to bare shacks in the woodlands, to pray and be with God and nature,”

The idea of Christians praying in their metropolitan apartments, and having a worn-out Bible firmly pressed against their iPad as they jump on the subway or downtown bus scares the pants off of secularist liberals. Like the girl on the playground trying to escape the annoying boy that has a crush on her, liberals cry out, “Why don’t you just go away?!?” They’ll even use your own Scripture to give you reasons for it—even if that means ignoring the rest of the text.

Echoing the brilliance of Ronald Reagan, the nine most terrifying words in the Catholic Church are, “I’m from the left and I’m here to help.” Whenever a pro-abortion, pro-gay marriage Catholyic tells you that they have the key to restoring your good name, run!

Consider the horrible arguments and smearing

Another important element in this case study, is evaluating a strawman argument. This assumes that you have ignored the advice to just identify a noncredible author with subversive intentions and premises, and picking up another magazine. But, hey, it happens to the best of us.

In claiming that “real” Christians should just be so quite in prayer that they never speak up for truth, Sullivan must have realized that Christians have contributed to the overturn of some of the world’s most horrendous atrocities. “There are times when great injustices—slavery, imperialism, totalitarianism, segregation—require spiritual mobilization and public witness.” Interesting, so who exactly get’s to decide which issues warrant spiritual mobilization and public witness?

You see, Sullivan’s real gripe isn’t with vocal, mobilized Christians with a voice that resonates with, say, the Catholic Church (as our bishops do). The issue is that hard-left liberals can’t infallibly decide which issues we speak up on. Religious leaders become trivialized to mere tools for hand-picked issues, rather than moral voices who inspire millions (or billions) with the fullness of truth. Why splice only Jesus’ words when even He said that He was sent by His Father. Wouldn’t that mean what the Father says is in play as well?

He criticizes Christians who supposedly wish “away a century and a half of scholarship that has clearly shown that the canonized Gospels were written decades after Jesus’ ministry, and are copies of copies of stories told by those with fallible memory.” Who denies that?

What is miraculous is that DESPITE being copies of copies and written by fallible people decades after Christ’s death, Scripture is still the inspired Word of God. Why are the words of Jesus in the Gospel so important and powerful, as Sullivan proposes, if the whole of Scripture is chalked up to flimsy verbiage? With that one sentence, he incinerates the very foundation of his article—namely, that if Christians followed Jesus’ words, as St. Francis did, Christianity would be better off.

I would be interested to find out why I should care about any of Scripture, with regard to the spiritual life, if its divine inspiration is called into question.

Consider the smearing

What liberal analysis of Christianity wouldn’t be complete without blaming all priests and bishops for the crimes of a few?

For the record, the abuse of children by members of the clergy is one of the most tragic, immoral and criminal things to have every happened within the Church. Pope Benedict XVI has come out very strongly against those crimes and has recognized the need of the Church to act and ensure that this doesn’t happen again. The Bishops of theU.S.have the most comprehensive and transparent anti-abuse program in the world—better than any other institution, religious or non-religious—and yet the narrative remains.

With that said, Sullivan goes on: “I don’t know what greater indictment of a church’s authority there can be—except the refusal, even now, of the entire leadership to face their responsibility and resign.”

Some of our bishops weren’t even ordained priests at the time of the abuse cases. Most of the abusers are dead. Most of the people who shuffled the abusive priests from one parish to another are crippled and infirmed in old age. Priests or bishops in active ministry that had any direct involvement with an abuse cases are few and far between—and those cases are being hammered away by the media. Any living bishop or priest involved in child abuse should be put in prison. Who argues with that? Nobody, not even the nastiest investigative journalist could find me one bishop who says that abusive priests or bishops should be treated differently than the rest of society.

To act as if the abuse cases have ANY relevance in the involvement the Church has in public life is a bigoted attempt to shame good priests and bishops away from the public square and squelch the First Amendment. Thomas Jefferson would be ashamed.

Proposing no solution

Not every argument needs a solution. If one argues against abortion, you don’t necessarily have to have a concrete answer for how it should be overturned.

But if the phrase, “Forget the Church, Follow Jesus” is on the front of a magazine and the last section of the feature story says “I have no concrete idea how Christianity will wrestle free of its current crisis, of its distractions and temptations, and above all its enmeshment with the things of this world,” then my first point of identifying a author with no credibility is verified. Unfortunately it might take reading the whole thing to have the author tell you what you should have already known.

But, strangely enough, there was a proposed answer. The answer was to forget the one thing keeping the Church together. If he wasn’t targeting the Church with that phrase, it would have read, “Forget Christianity, Follow Jesus.”

Look at what happens when there is no organization around the teachings—it falls apart. The real story is not what went wrong with the Church, but instead, how has the Church done so much with a society so hostile.

Whenever a public relations crisis happens, the organization or person in question will almost always suffer in the short term. There is no question about that. What that organization or person does afterward is what charts a future of sustainability or distress.

Several top executives of Susan G. Komen have left the popular breast cancer charity after the fallout from removing funding from Planned Parenthood and then reinstating the funding after being pressed. Komen has tried to mend broken relationships with liberals in the media, as well as demonstrate that despite the initial decision, it still wants to be the “everywoman’s” breast cancer charity.

Here is the lesson they should learn from the Catholic Church, which would be a dramatic step in the right direction

When the Catholic Church in theUnited Statesfirst started to see small dissident groups grow, little if anything was done. Groups such as so-called Voice of the Faithful, Women’s Ordination Conference, Dignity, and so on have been active in protesting the Catholic Church and Her teachings, all the while claiming to be the “real” Catholics inAmerica.

For a long time, little was done to root out these groups and give their aims no safe haven within the Church. They should have been dispelled from the very beginning (not from the Sacraments necessarily, but from organizing or having a voice within the walls of our parishes and schools). This does not mean the individual members should necessarily be excommunicated—that’s not a decision for the laity—but they should have been given no organizational status, and should have been pushed so far from the institutional Church that outsiders would have no choice but to see how these groups meddled in obscurity and were not who they said they were.

Komen should learn from this. Top executives leaving Komen is not a big deal in the long run IF they react properly. From a public relations perspective, it’s a huge deal. It looks as though the very leadership of Komen has no idea what they stand for or what defines their vision and mission. This only happens when there are competing interests at the very top—and thus it trickles down throughout the organization.

Komen simply has no idea what comes first for them. Are they about saddling up with the radical left? Or are they about breast cancer research and fundraising? When they stopped funding Planned Parenthood, their vision and mission appeared clear, even though it was entirely unpopular with the left. When they buckled under the left’s bullying tactics, they became a pawn with no mission.

Context is everything. Just think about the organization Komen is willing to be in the pocket of. Planned Parenthood is the most divisive organization in the nation; they are under Congressional investigation; a former PP director, Abby Johnson, has filed suit claiming fraudulent Medicaid claims; they are the largest recipient of Title X funds AND the largest provider of abortions; they have never performed one breast cancer screening (they refer); need I go on? Komen should stop acting like this public relations dilemma they are in is about women’s health. This is about an agenda that values abortion above all else. Komen has the right to act independently of partisanship or hardcore, left-wing ideology. They are (or should be) about helping fight breast cancer. Planned Parenthood just muddies the water for them and confuses their supposed mission.

Komen should come out and say something along the lines of, “It has become clear over the past weeks that even some of our leadership has not totally understood what matters most to the organization, and to the hundreds of thousands of women we have helped fight breast cancer. This is our fault and we want to set the record straight. Women and their breast health is our number one priority and concern. This not something for which we will apologize. If it becomes clear that a partner organization who is receiving funding from us is not the best means of achieving the goal of stopping breast cancer, we will change the nature of that relationship. The improvements to our grant program were not made because of political pressure or any other outside force. The improvements to the grant program were made for the benefit of women. Likewise, we will not change our decisions because of political pressure, in part, because women deserve better. We are here to fight for them.”

You get the idea.

The Catholic Church has suffered for decades because dissidents sitting in its very pews have been allowed to act as though they speak for more than themselves. If Komen wants this crisis to be over with sooner than later, then they should just clarify who they are—because right now nobody knows. Those who support you will be drawn closer, and those who oppose you will go away. But blending those two groups is why Komen are in this mess to begin with.

 

I’m currently working my way through Pope Benedict’s book “Jesus of Nazareth.” I know this book was written apart from the Magisterium of the Church (Pope Benedict did spend decades as an academic after all), but it is packed with good information.

Early in the book Pope Benedict reminds the Church of a very important, and yet often forgotten symbolism in the Passion. When Pontius Pilot gave the Jews the choice to free either Barabbas or Jesus, their choice of Barabbas revealed more than just their refutation of Jesus as the Son of God. Barabbas is usually known for being a murderer, which heightens the sense of injustice that the crowd preferred this man over the Son of Man. Barabbas, was not just a murder and robber, however; he was also a revolutionary leader. He was looking to exact change and “liberation” of the Jewish people through armed military resistance.

Jesus Christ offered a different kind of change and resistance. He offered one of peace and civility—He offers the Kingdom of Heaven.

With the Republican Primary races get nasty and heated, and with Americans feeling the sense that the November election could mean doom and gloom—or prosperity and freedom—it’s important to make sure this election isn’t viewed the way Barabbas was.

No political candidate, no President, no political party can offer us the liberation and freedom we need. If Barabbas and his band of revolutionaries and succeeded in breaking free from Roman rule, would that power of lasted? No. Would the freedom they wanted have sustained the hearts of the people? No.

Christ, however, offers true and lasting freedom. It sounds cliché, but it’s true. While Presidents and Congress’ can radically change the way we live and impact the freedoms and rights we enjoy, their influence is fleeting. The power of Christ is infinite and his gifts are eternal.

My question is this: Will Catholics make this message clear in this election cycle? Or, will Catholics act like secular America and treat the Presidential race like Barabbas? 

The harm and pain caused by the sex abuse crisis can never be undone. People were harmed by the very people that should protected them: physically and spiritually. Anyone who sexual abuses a child should be put in prison. Period. But there comes a time when the sins of those who came before should not be laid on the backs of priests who were not part of the abuse crisis or weren’t even alive when it happened.

If you have watched local news lately, you know how desperate local media outlets are for a hot story. A cat running up a tree becomes a live shot from their satellite truck. One story local media just licks their chops to write, is about whether or not concerns from dissident Catholic groups regarding sex abuse are accurate. The local reporter might not take a clear side, but they will almost always leave the audience begging the question, “IS the sex abuse crisis still going on?”

One reason for these stories, are the attention seeking, obsessive, and increasingly irrelevant groups like the so-called Voice of the Faithful, Call To Action and SNAP. These types of groups have refused to look at the evidence which shows that children are safer with a Catholic priest than the local school teacher or community counselor, and if you asked the local reporter about that evidence, they would probably have no idea what you’re talking about.

These reporters and dissident Catholics act as if what was a serious problem in the 60s, 70s and 80s is still going on, and act as though there is not a completely different system in place to fight sex abuse.

The Charter for the Protection of Children and Youth, ratified by the US Bishops in 2002, has been around for a decade, and many claim that it demonstrated the resolve of the Bishops to break the cycle of abuse and lacking transparency. The exception is being held up as evidence of continued lack of transparency or shuffling abusive priests from one parish to another, rather than the rule. Does abuse still happen? Yes, in every profession on earth, abuse of various sorts happens. What actions the organization takes to curb and stop that abuse, and its continued commitment to those standards is what demonstrates the organizations credibility.

One solution to this poor branding: content marketing

Content marketing is essentially the building up of digital content (text, video, podcasts, etc), to create a wealth of information that is easily found in search engines. When people do research on a particular subject, the more highly reputable/focused/read/commented/shared your work is, the higher search engines will rank you.

Here’s an example: when I searched “New Roman Missal,” in Google, here are the first few results…

It’s safe to say the U.S. Conference of Catholic Bishops (USCCB) is doing a great job at cornering the online search market when it comes to the new edition of the Roman Missal.

Please understand what Content Marketing IS NOT. Content Marketing is not paid Google searches (Adwords). Content Marketing is using good Search Engine Optimization techniques and highly relevant content to increase your chances of appearing high in a search.

What does this have to do with the sex abuse crisis? EVERYTHING.

When I searched “Priest Sex Abuse” in Google, here are the first three results…

Wikipedia makes sense…but SNAP???? Why in the world is their content more relevant? Are they read more than Catholic newspapers, bloggers, etc?

SNAP (the second result) is an anti-Catholic group who has spent years protesting the Church under the banner of protecting children from pedophile priests. The problem? They wouldn’t be satisfied no matter what the Church does. Not only that, one of their psychiatrists is a pedophile himself. As documented by Bill Donahue of the Catholic League, “Dr. Steve Taylor is a psychiatrist who is sitting in aLouisianajail awaiting transfer to a state prison. He pleaded guilty last April to 23 counts of attempted possession of child pornography. He is not just an ordinary shrink with a sick appetite—he worked with SNAP for years.”

I’ll guess the local news media hasn’t interviewed the region SNAP representative about that little bit of news, have they?

The reason SNAP appears so highly in searches is because: 1) They cornered the market on abuse claims (both accurate and false), 2) They product content with the right key words, and 3) Catholic news organizations and bloggers aren’t producing enough content using these types of phrases and engaging this issue. We just want it to be over. But until it’s over, it aint over.

SNAP’s credibility is obsolete. But they’re constantly held up by local media as “experts” and whistleblowers of sex abuse. But when their own sex abuse psychiatrists is trolling for child porn, why isn’t their credibility questioned by the media? As you can see, they are guilty for the same types of crimes they abhor.

How dioceses and parishes can leverage content marketing

Since much of this post is about sex abuse, let’s take a case of a priest who is falsely accused of sex abuse, or a case of a priest who committed some other act that was not sex abuse, but is being attacked as though it were abuse.

A Diocese could write a series of blog posts or news items about how in the recent concern regarding Father “Joe Smith”, the findings produced by the local authorities, and the proactive and comprehensive Safe Environment Program protocol showed Father Smith to be guilty of no wrongdoing (or no evidence of sex abuse). Other posts could speak to fact that the recent allegations, which were found to be false, highlighted that there is increased need to understand the full scope of the Safe Environment Program and how it works. Those posts would then highlight what is already made publicly available at each diocese in the nation—namely, the Charter for the Protection of Children and Youth, and the local diocesan policy relating to the measures taken to prevent child abuse and the procedures for when a claim is made.

If the internet were inundated with dioceses and parishes talking about how successful their latest training were, how much the local diocese spent on fingerprinting volunteers and staff, the experience of Safe Environment instructors, and more, over time the comparison of positive exposure of diocesan preventative measures regarding sex abuse versus negative exposure would essentially force local news media and the public to see reality–that the Catholic Church of today is not the Church of the 60s…and SNAP and similar groups would fade into SEO obscurity (along with every other variant of obscurity).

Secondly, by spreading this content through Facebook, Twitter, blogs, email lists, etc, the content would instill confidence amongst the faithful because few things are more admirable than admitting the past and providing for a positive future.

The need for the Catholic Church in America to leverage Content Marketing does not speak to a lack of resolve on the part of the Bishops to take the issue seriously—no other organization in the world has a better abuse prevention program than the American Catholic Church—but it speaks to the need of the Church to understand what new medias offer that traditional medias do not.

What say you? Would this technique help rebrand the Church and open more doors for evangelization? 

Rick Santorum, the Republican presidential candidate best known for his Catholic beliefs and support for life, religious liberty and traditional marriage, has taken heat for a statement he made about college not being a good investment for all people.

This scenario plays out in politics all of the time—it also happens with Church communications as well. You have a person make a claim that most people agree with, but instead of addressing that issue, the opposition builds up an argument that you didn’t make, and attacks the daylights out of it (aka, a Strawman Falacy).

The Obama administration and Democrats have attacked Santorum for being unsupportive of education and young people who want to go to college. They want to force Santorum into obscurity by acting as if they only issue he can speak articulately on is abortion. By demeaning his actual statement regarding education, they seek to achieve an alternative goal.

Here is where Santorum went wrong: he hasn’t used this crisis as an opportunity. Is this a crisis? Yes. The reason being, is that every crisis is made up of two components: danger and opportunity. The danger is obvious—he’ll look like he doesn’t care about people going to college and thus appears ignorant of what it takes for theUnited Statesto be a world power. The opportunity? He can speak on the issue of education, clarify his position, and speak to larger issues that ARE part of his overall message while the attention is on him. Unfortunately, of the last 10 “Issues” on his website, education is #10 and doesn’t address college education. I’m a Rick Santorum fan. I think he holds the Catholic Faith close to his heart and has a clear vision for America that the news media is intentionally ignoring so that the “inevitable” candidate becomes, well, inevitable. On this issue, however, he might have missed an opportunity to connect with Republicans a little more closely.

The Substance of the Issue

Most people who take the position that college is not necessarily a good investment usually base the argument on the fact that college pays off IF you make enough money over a relatively short period of time to pay off student loans. Any investment that takes 30 years to break even would be considered a relatively poor performing investment.

Secondly, does one’s selection of college or university maximize the likelihood of getting a job? For instance, does getting a bachelor’s degree in welding from Harvard make sense? NO! (FYI- I know that welding would be more of a trade education, just work with me) You would be paying an exorbitant amount of money for a degree that could be also acquired at a much less expensive program.

Effective Messaging

Beyond the obviously missed opportunity to explain his position on education and whether or not college is a good investment for every student, he missed the chance to connect that issue to other issues important to Republican voters.

For instance, in an interview he might make the claims I made above, and then transition to say: “You know, this really speaks to bigger issues that the American people care about. For instance, the federal government is investing less and less into public universities and colleges, and thus the burden of increased tuition is passed on to individual students. This is short-sighted by the current administration. It is mostly college graduates who are leading companies to produce products and services that the rest of the world wants. That’s one reason theUSis a world power. Those who don’t go to college are an equal contributor in the success of those companies because they give legs to that companies practical ability to produce. What would Detroitbe without mechanics and assembly-line workers? What would the coal industry be without miners? Without collaboration between executive leadership and the average hardworking American, no industry will succeed. The current administration apparently misses that point completely.”

See what a statement like that does? It explains the misunderstanding, broadens the argument to areas of concern for people who care about education, shows how he would be proactive with logical solutions, and demonstrates that the current climate is caused by an inept administration.

Some will be tempted to argue the substance of what I just said about education. Don’t get hung up on that. Just think about messaging. When people criticize what you believe—whether that’s in one-on-one discussions or on blog posts—do you think not only about how to explain your position, but also how to show that this issue connects with other areas of common ground?

Strategizing one’s message is hugely influential in evangelizing others, whether that’s in politics or religion.

Parishes and dioceses are slowly but surely moving into the wild world of online video. A picture is worth a thousand words, and a video is worth a thousand pictures. Once a parish or diocese makes a decision on the fundamental questions regarding how they will produce, leverage and brand their online videos, they then need to decide if they will self-host video through software like Flowplayer, or if they will use a third-party system.

I suggest that they use a third-party system for online video. Usually my suggestion would be to “own” the content without relying on someone else to publish and host that content. For instance, self-hosting a website is a better idea than using a third-party host. That’s not always a choice, but all things being equal its better to truly own your content.

Video, however, is a different beast than digital text. Video is meant to be shared in a different way, and it’s also much more enticing to viewers. Eyes stay on a page longer when there is video there–that’s a fact.

The big question becomes: what third-party system is best for parish and diocesan video? Here’s how I break it down:

YouTube

If you want to easily publish and easily socialize video content, YouTube is for you. YouTube also makes it easy to publish through mobile platforms as well. There are simply more users on YouTube searching for video content, and since Google owns YouTube the likelihood of a YouTube video appearing in a search over a comparable Vimeo video is almost absolute. If you’re looking to spread your video widely (beyond your own parish diocese) and get lots of user feedback, go with YouTube. The Achilles heel to YouTube is that your uploads are limited in duration and quality. The file limitations are simply prohibitive. If you upload a long clip, the quality can be reduced to the point that it’s not worth publishing.

Vimeo

If you want to produce high-quality video and you recognize that most of your audience will be viewing this on your own Facebook page or website, Vimeo is the best solution. Unlike YouTube, a Vimeo Plus paid account allows very large file size uploads, therefore retains the quality of your video; and duration is irrelevant (since uploads are based on file size). That’s the reason you’ll find a number of full documentaries available on Vimeo whereas that simply cannot happen on YouTube unless they have a preferred account, which isn’t easy to aquire. A Vimeo Plus account also strips out advertisements and gives you the ability to narrow the websites that have permission to embed your video, thus giving you more control.

The increased video quality produced by Vimeo is a good enough reason to turn away from YouTube. It gets really tiring, really quickly, having moderate the vile, vitriolic comments that many YouTube users posted. The Church has a big enough target on its chest already, and YouTube somehow congregates everyone looking to take a shot. Vimeo isn’t branded as an interactive platform and reduces that frustration significantly.

What say you? Which is best for your purposes and why?

 

“We know that the Church has lost some of its pizzazz,” Cardinal-designate Timothy Dolan of the Archdiocese of New York and President of the USCCB told the New York Daily News. (He’s a few hours away from being “Cardinal”)

“We have to refresh and rekindle that faith…..Some people in the church have thought social communication is bad and evil, but these things can be used in a beautiful way to bring more people to Jesus.”

Cardinal Dolan gets it. This man sees the potential of new media, especially social media, and he also understands how to maximize its benefits while neutralizing its potential set-backs. He is a blogger and a voice that people understand. He doesn’t speak in high Church language that only philosophers, theologians and Canon Law experts understand. He speaks the Gospel with the depth of theologians and philosophers, without the audience needing a translator.

Later today he will be delivering a keynote address to the Pope and his fellow Cardinals. His theme will be the need of the Church to use social media tools like Twitters to share the “GOOD” News.

“Instead of the Church being seen as pointing out what’s bad all the time, we should point out what’s good,” Dolan said.

“Share the art, the music, the architecture the Church has inspired. I had a man tell me that he became a lapsed Catholic in high school, but he rediscovered his faith while studying the paintings of Caravaggio.”

Social media doesn’t attempt to do anything that we cannot do in the “real world.” In conversation we can share the Church’s art, music and teaching with others. Hopefully we’re evangelizing that like all the time! But social media gives us more opportunity to do it. Also, the things we say aren’t confined to a one-time conversation. The content of blogs and postings/comments linger about in the internet for others to find.

How have you used social media to evangelize the culture? Do Catholic bloggers share the good of the Church enough? Feel free to comment below.

CLICK HERE to view the full text of Cardinal Dolan’s address.