The Pope’s brilliant PR
From our UK edition
‘Show, don’t tell’ is the mantra of PR advisers when telling public figures how to communicate. Pope Francis’s technique does both at once. By confessing his sins to what the media call ‘an ordinary priest’ in St Peter’s basilica without entering the confessional box, he seemed almost to be boasting that he is, like everyone, a sinner. I hope he does not take it into his head to make public the content as well as the fact of his confession. That would be what the Twitter generation calls TMI. But the gesture of openness worked.