Church and popularity surveys

There are occasions when commissioning opinion surveys can be a very useful tool in planning public relations. In such considerations, however, much depends on the nature and mission of the institution involved. The Church, for instance, would be expected to avoid projects of questionable orthodoxy or doubtful pastoral relevance.

During my time as the Archbishop's Curia's public relations officer, I remember an occasion some years ago when we woke up to see two local newspapers announcing that a survey by a private company among 500 people interviewed over the telephone showed that over three quarters of the population have trust in Archbishop Joseph Mercieca while the Maltese trusted bishops four times more than they trusted politicians or journalists.

For me, even the commission of the survey itself was news - let alone the result. It also turned out that Mgr Mercieca had absolutely no prior knowledge of the survey.

I did not know who was behind the initiative. However, I had no doubt that it was shortsighted and was bound to boomerang, perhaps causing a lot of damage to the Church and the Archbishop.

The day after the publication of the survey results, Fr Renè Camilleri, commenting during a radio programme, was highly critical of the initiative. I remember him saying, among other things, something to the effect that he felt surprised and hurt that he formed part of a Church that was still making so many political calculations (li ghadha taghmel daqshekk kalkoli politici).

Fr. Camilleri was not the only person to justifiably express concern.

Three days later, I wrote to Fr. Camilleri to clarify as follows:

I had absolutely nothing to do with the commission and/or publication of the research;

The first time I came to know of it was when it was published in certain sections of the local media;

I did not have - and did not seek to obtain - a copy of the research;

My policy was to distribute information for media consumption to all local media, in the same way and at the same time.

In the light of what had happened, I sought the views of an experienced non-Maltese Catholic communicator abroad. I put to him a potential scenario wherein it is suggested to the PRO of the Archbishop's Curia to commission a private company to conduct a survey among 500 people on whether they have trust in our Archbishop and - if the findings are favourable, as it would most probably be - to leak the result to a 'safe' section of the media ready to project His Grace as enjoying people's trust much more than politicians.

My friend told me that he would see little advantage in such a move. Even if 500 people believe the Archbishop is to be trusted more than politicians, he doubted if that is likely to sway any but those already favourably disposed towards him.

He added that it is, of course, right for the Church to use every legitimate means of public expression to get its message across to as many people as possible, and Church officials should use these means creatively.

But in the final analysis, the public's acceptance of the Church, its officials and their message as credible and trustworthy rests on the integrity of the Church, its leaders and their message, and in the methods they use to present themselves and their message. If that integrity is lacking, all media gimmicks used to convey their message will be seen to be just that - gimmicks: which are identified with political propaganda-pushers who use them as a substitute for substance.

It is well known that doctrinal correctness does not depend on the agreement of a majority. At the same time, considering that the Church needs to understand the drift of public opinion, certain research is advisable and also very useful.

Vatican Council II confirmed that the Church has always had the duty of scrutinising the signs of the times and of interpreting them in the light of the gospel... "(in an endeavour) to recognise and understand the world in which we live, its expectations, its longings, and its often dramatic characteristics". But this is a different kind of research.

For such initiatives, the Church in Malta has its own very competent and professional Institute for Research on the Signs of the Times - Discern.

This institute has done and continues to do much important and valuable work for the Church and society. I always founds its studies useful in planning and conducting good public relations for the Church.