The pope’s PR guy: ‘You’re killing the brand, Benny’

Having worked in public relations, writer Matthew Archibald says he knows some of the rules. “You know who breaks all of them?” He asked. “Pope Benedict XVI. I’ve got to imagine that Pope Benedict’s PR man would be pretty frustrated with him about now if he had one.” Archibald imagined what a conversation between the pope and his PR man would sound like. Here’s an excerpt: “Another major point is your branding. I think you’re confusing the peeps &#823…