The Catholic Faith will always sit in a bit of tension with the concept of branding and influencers. Most of us likely sit in tension with that tension, because we rightly see the good of amplifying Catholic voices. Media as a tool for communication isn’t going away and should be used well. The democratisation of media has now proven able to break a monopoly on information that has for decades succeeded in relentlessly branding the Faith negatively.

The recent waves of conversions into the Church can be attributed at least in part to new levels of access to effective and compelling presentations of the Faith. This new access, combined with the compounding and evident distortions promulgated by prior gatekeepers to information and narrative framing, has surely created new channels into hearts and minds on a scale heretofore unknown. Media cannot be abandoned.