Cheryll Ocampo Forsatz
Chief Client Officer, Ketchum U.S.
April 23, 2025
A tribute to a master of meaningful communication—and a reminder that empathy is the most credible message of all.
You don’t have to sit in St. Peter’s Square—or even be religious—to appreciate the communications masterclass Pope Francis delivered during his papacy. Whether addressing injustice, responding to crisis, or reaching those long left behind, Francis quietly, intentionally, and powerfully reshaped how the Catholic Church presents itself to the world.
Of course, the Church remains a centuries-old institution marked by deep complexity and profound reputational wounds. No leader could fix that with messaging alone.
As a Catholic and a communicator, I have watched his leadership with admiration, hope, and clear eyes. He did not erase the Church’s pain or its complexities. He didn’t get everything right. But he led and communicated with empathy. He proved that communication is more than message delivery—it’s relationship building. It’s presence. He reminded me of a simple truth: how you say something—and how you show up—matters just as much as what you say.
What set Pope Francis apart wasn’t just what he said—it was how different his style felt compared to his predecessors. Where past popes spoke with formality, he spoke with familiarity. Where others emphasized doctrine, he emphasized dignity. While previous Vatican communications often felt distant and carefully guarded, Francis allowed people to see the person behind the papal robes. He brought the papacy into conversations and platforms it had never entered before—without losing its moral weight.
As one Vatican observer put it: he changed the tune of the Church, not the lyrics. That shift opened doors, softened resistance, and reminded me that tone, empathy, and symbolism aren’t soft—they’re strategic.
So, what can communications professionals learn from the Vatican’s most unexpected communications rockstar? Here are five lessons that stick with me:
- Be Authentic. Speak human. Always.
Pope Francis spoke simply, with humility and sincerity. He avoided insider language that might alienate people outside the faith. Whether on social media, in interviews, or amid global crises—he let people see the human behind the title. He admitted his limits, avoided spin, and spoke from the heart.
Lesson: If it doesn’t sound like something you’d say in real life, it probably won’t resonate. Audiences know when something feels real. Authenticity builds credibility faster than any corporate script.
- Harness the Power of Symbols and Visuals—Actions Speak Louder Than Campaigns
Francis didn’t just talk about humility—he modeled it. He lived in a guest house. He drove a modest car. He chose the name “Francis” to signal solidarity with the poor. He washed the feet of prisoners and kissed the feet of refugees. These were not stunts—they were consistent, visual cues that told a deeper story.
Lesson: Your brand is not what you say—it’s what people see you do. Actions and symbolism speak volumes, often louder than any statement.
- Don’t Just Preach to the Choir
Francis reached out to people of other faiths, skeptics, and those who had felt ignored or excluded—LGBTQ+ Catholics, survivors of abuse, and many others. He emphasized compassion over doctrine. His now-famous “Who am I to judge?” wasn’t policy—it was posture. A willingness to listen. To make space for disagreement and dialogue. He didn’t have all the answers, but he was willing to start the conversation.
Lesson: Communication isn’t just for loyalists in an echo chamber. It’s about reaching out to those who have stopped listening—and not being afraid to engage those who disagree with you. That’s where real change begins.
- Elevate New Voices—and New Channels
Francis quietly ushered in progress. He appointed more women to senior Vatican roles than his predecessors—still not nearly enough, but symbolically and substantively meaningful. He also opened new communications doors: launching the Vatican’s first Instagram account, leaning into pop culture interviews, and letting humor and humanity seep through traditional barriers. Even Vatican memes and emojis made appearances under his watch.
Lesson: Inclusion doesn’t just change how we communicate—it changes what we communicate. Who you empower, and where you show up, shapes your message more than any press release ever could.
- Simplify the Complex and Lead with “Why”
Francis had a rare ability to make the sacred feel simple—and the simple feel sacred. He didn’t rely on academic theology; he spoke in stories, metaphors, and everyday language. He once called the Church a “field hospital after battle”—an image that made doctrine feel both urgent and tender. He framed rules around purpose—human dignity, love, mercy, and justice.
Lesson: Simplify the complex and lead with why. Simplicity isn’t weakness—it’s wisdom. Metaphors ground your message. Purpose gives it power. When you speak plainly and start with values, people don’t just understand—you give them a reason to care.
Pope Francis didn’t rewrite the Church’s lyrics. But the empathy and clarity with which he communicated changed how millions engaged. And that’s the real takeaway: how you say something—and how you show up—can shape whether people listen at all. Who else do you look to for unexpected communications and PR lessons?
