The papacy and the power of reputation

In a world driven by narratives, the election of Pope Leo XIV, formerly Robert Francis Prevost, the first American pontiff in history, underscores how even the most ancient of institutions must now navigate the complex terrain of modern reputation management.

- RON JABAL

The Vatican may be a 2,000-year-old bastion of tradition, but it is not immune to the scrutiny, symbolism and spin that define 21st-century public discourse. I was recently given the result of a media overview conducted by CARMA on Pope Leo XIV's election and I find the results very telling. Evidently, this papal transition is not merely a moment of ecclesiastical ritual. It is a global reputational event, shaped by geopolitics, media (social and legacy) and ideological crossfire.

CARMA is a media intelligence and insights consultancy that supports global brands and local organizations across a diverse range of industries with the data, insights and context needed to make better-informed business decisions. Their in-depth research and solutions are powered by advanced technologies and AI that monitors and analyses millions of pieces of content every day across print, broadcast, online and social media.

A pontiff's brand in the age of hashtags

According to CARMA, the new pope's first few hours generated 297,000 media mentions and 320,000 tweets. These numbers rival a Hollywood blockbuster or even a presidential inauguration. The symbolic weight of Leo XIV's first message, "No more war," was enough to cause a ripple, hogging headlines around the world. For a spiritual leader, the stakes of communication have never been higher.

Reputation, in this case, is not just about perception.

It's about influence, legacy and alignment with values in a fragmented global audience. The Vatican understands that a pope's image now travels faster and further. From meme culture to geopolitical interpretations, every gesture is an opportunity or a risk.

The challenges of global framing