The Montana Catholic gets overwhelmingly positive marks from Diocese of Helena readers who rated the newspaper’s quality and content through an independent audit by a communications consultant.

While more than 75 percent of readers in a survey conducted for the diocese rated the diocesan newspaper “good” or “very good,” there were many suggestions for changes, additions or improvements. The consultant also recommended changes to the newspaper and to the diocese’s overall communications plan.

He suggested developing ways for readers to be more involved in a “dialogue” about Church issues, and he recommended broadening the voice on the commentary pages, specifically to include more women. The consultant also suggested taking steps for The Montana Catholic to make better use of the Web, specifically to provide quicker, more timely updates on Church news and to provide content that may not fit into the newspaper, such as photo albums and video of special events or projects.

The consultant said that “it is important to note that we have not found a need for wholesale changes or overhauls. Our recommendations are for supplements and `tweaks’ to existing practices, protocols and structures that we believe can enhance existing communications efforts.”

While reader opinions on specific aspects of the newspaper varied, they were largely in agreement that the paper does a good job of representing the diocese and the teachings of the Catholic Church.

Gallatin Public Affairs conducted the audit in the final quarter of 2009. Surveys on paper were included in 2,500 copies of the November issue of The Montana Catholic. Surveys were available via the diocesan website, as well. The response rate topping 33 percent was more than triple the average response rate for similar surveying methods.

“The fact that we were overwhelmed by the response rate is a sign of the level of involvement people have in their Church and diocese,” said John MacDonald, principal for Gallatin Public Affairs in Helena.

“They generally really like the paper and made very thoughtful suggestions for what they would like to see in the future. Our hope is that our audit is useful in assisting the diocese in enhancing its communication efforts—both within the diocese and in spreading its message to those outside of the Church.”

Diocesan Communications Services Director Renée St. Martin Wizeman said the audit was a much-needed starting point for further developing the Communications Services division. The division’s services include communications support for chancery offices, public relations for the diocese, production of The Montana Catholic newspaper, and development and maintenance of the four diocese-affiliated websites.

“We now have quantifiable numbers to help define and shape future recommended endeavors for Communications Services,” St. Martin Wizeman said. “It is gratifying to know that people took the time to participate in the survey, and gave their honest assessment of how we’re doing and where and how we might improve.”

St. Martin Wizeman said several of the recommendations from the consultant are already in progress, including making better use of Web technologies.


Published in The Montana Catholic Online, Volume 26, No. 2, February 19, 2010.