What can a parish or congregation do to improve its image? It's the question addressed in “La senda de la reputación” (The path of reputation), a book for institutions to improve the way they communicate their identity.
The author, Josetxo Vera, is the communications director for the Spanish Bishops' Conference. He wants to show that any institution can improve its reputation. He recommends they begin by asking themselves who they are and what their purpose is.
JOSETXO VERA
Author of “La senda de la reputación”
“Some institutions will say, 'We don't have a clear sense of our identity, of who we are as an institution, a congregation, what the charism is, what our mission is.' While other institutions fail in their mission. They say, 'Well, in our parish we understand that we are God's people, but we don't spread the Gospel well. We don't fully live out a life of charity. We fail in the mission.' ”
Josetxo Vera explains that once the institution has a firm understanding of its identity and mission, then its members must behave in a way that is coherent with them. It's what he calls the institution's “culture.”
JOSETXO VERA
Author of “La senda de la reputación”
“Pope Francis is very good with this idea of culture. He's creating a new culture in the Church, one that is about going out to others, going out to meet others, synodality. We walk together. We're worried about ecology. These are new ways of being and doing. The Church's essence doesn't change. The Church's mission doesn't change. The Pope changes only the way of being and the way of doing.”
But even if an institution fully understands its identity, mission and culture, Josetxo Vera warns that it could still be reflecting a poor image. Vera considers this a serious problem, especially when the image being reflected doesn't line up with reality.
JOSETXO VERA
Author of “La senda de la reputación”
“If they think you're a drinker, but you don't really drink, then you have a problem and you have to work on it. To build a good reputation, you have to effectively demonstrate the things you do well. Over time that image will spread. Then you become a trustworthy person. People say, 'Listen, that's a good parish. They have something good to offer. The people there tend to do things right, they tend to serve. They're part of the people of God.'”
That way, the author says, the Church and its people will be seen by others as an institution of trust to which they can turn. Something that, according to Vera, is a fundamental aspect of Christianity.
RM
TR: CT
