“We have fallen into the culture of adjectives and adverbs, and we have forgotten the strength of nouns … Why say authentically Christian? It is Christian! The mere fact of the noun ‘Christian’, ‘I am Christ’ is strong: it is an adjective noun, yes, but it is a noun.
The Vatican Dicastery for Communication, led by prefect Paolo Ruffini, underwent a revamp this year, with Matteo Bruni, a British-Italian, appointed as director of the press office in June. Bruni’s appointment came after the abrupt departure of American Greg Burke in late December.
Francis began his speech to the communications team by saying: “I have a speech to read, it’s not that long, it’s seven pages … but I’m sure that after the first one the majority of you will fall asleep.”
“But what should communication be like?” he said. “One of the things you must not do is advertising, mere advertising. You must not behave like human business that try to attract more people … To use a technical word: you must not proselytise. It is not Christian to proselytise.”