US Bishops Seeking Missionaries for Digital Continent

"One of the greatest challenges of this culture to the Catholic Church is its egalitarianism. Anyone can create a blog; everyone’s opinion is valid. And if a question or contradiction is posted, the digital natives expect a response and something resembling a conversation. We can choose not to enter into that cultural mindset, but we do so at great peril to the Church’s credibility and approachability in the minds of the natives, those who are growing up in this new culture. This is a new form of pastoral ministry. It may not be the platform we were seeking, but it is an opportunity of such magnitude that we should consider carefully the consequences of disregarding it," Herzog said.

Nevertheless, the prelate reflected, the Church cannot abandon traditional forms of communication to invest in new media. Older generations still use newspapers and books, he noted, and financial donors still rely on those means. The Church needs to invest in both, he stated.

Finally, the prelate urged his brother bishops to "accept the fact that your staffs -- and perhaps you as well -- will need training and direction."

"On the digital continent," he said, "'if you build it, they will come' does not hold true. It takes careful strategizing and planning to make social media an effective and efficient communication tool, not only for your communications department, but for all of the church’s ministries." (Zenit/CBCPNews)