The Scoop: Pope Leo XIV humanizes himself with introduction
Plus: A’ja Wilson lands first shoe deal with Nike, but fan reaction is mixed.

White smoke rose from the Sistine Chapel on May 8, signaling the Bishop of Rome had been chosen after just two days of conclave.
Pope Leo XIV, the first American pope in history, soon greeted a crowd of people eagerly waiting to hear his first words as the new leader of the Catholic church.
Born Robert Francis Prevost, a Chicagoan, former Bishop of Peru and a Villanova University graduate, he addressed the people warmly, with a message of peace and bridging gaps across the world.
He spoke in Italian and Spanish, a nod to his Latin ties, and honored the late Pope Francis by offering him thanks.
CBS’ English translation of Pope Leo XIV’s first address showed his deeply human message.
From the report:
“I too would like this greeting of peace to enter your hearts, to reach your families, to all people, wherever they are, to all peoples, to the whole earth. Peace be with you!
“Therefore, without fear, united hand in hand with God and among ourselves, let us move forward. We are disciples of Christ. Christ precedes us. The world needs his light. Humanity needs him as the bridge to be reached by God and his love. Help us too, and then each other to build bridges, with dialogue, with encounter, uniting us all to be one people always in peace.”
Why it matters: Pope Leo XIV’s first message signaled unification – not a stretch from a spiritual leader, but a crucial point to make as he introduced more than himself during times of political polarization and geopolitical conflict. He was introducing how he would lead, offering reassurance and peace.
The new leader also greeted the Vatican crowd in both Spanish and Italian, a symbol that diversity and openness are paramount to how he will lead the Church.
In his first mass on Friday, the New York Times reported that Leo XIV aligned himself with “ordinary people,” a further sentiment to show that he’s guided by humanness as he begins his leadership over more than 1.4 billion Catholics across the world.
Spiritual leaders additionally shared their interactions with the new pope, specifically his dedication to the working class and his rejection of the rich and powerful, further affirming his message of peace, unity and bridge building.
Editor’s Top Reads
- As everyone was reacting to the announcement of Pope Leo XIV, one restaurant chain did something pretty brilliant. Popeyes simply posted on X, “pope yes” which hit 11.9 million views and spurred hilarious reactions. This is a timely and cute way to boost interactions and turn all eyes to your brand. We’ve seen this before, for better or worse (Wendy’s tweet asking to send Katy Perry back to space) and it can work well with trending topics. The pope announcement was the biggest news of May 8, not only regionally but globally. The play on words was genius because it was so simple, yet so on brand. Jumping on trending news and doing so with a clever post can greatly influence sales, views and engagement as well as keep, in this case, Popeyes trending for days.
- This week, the New York Times examined the hashtag #recessionindicator that has been quickly gaining traction across social platforms. While economists wait for the data to back these real-life fears, they’ve been scouring the internet for the hashtag to see if they can learn more from it. Much like the early days of COVID-19, there’s a heightened sense of worry spreading like a crack in the wall. (The toilet paper trauma of 2020 will never be forgotten). However, the hashtag, whether being used in a facetious meme or as a real way to connect the problem to a solution, can be used by PR pros to discover patterns in the trend and assess where the actual recession challenges are happening. Organizing the data can greatly benefit next steps and also address how to solve them.
- Signature shoes and basketball go hand-in-hand, but for years, shoes tied to male basketball stars dominated. This all seemed to change with the rise of popular college star Caitlin Clark, who struck a deal last year with Nike for her own signature shoe heading into her rookie season with the Indiana Fever. According to the New York Times, this caused backlash with WNBA fans who have known for ages that A’ja Wilson of the Las Vegas Aces has been the most dominant and decorated player in the league and had yet to receive any kind of deal with major shoemakers Nike or Adidas. What fans didn’t know was that Nike and Wilson were privately working together to develop her own signature sneaker, the A’One. Before the announcement was made, fans assumed race was a factor in Wilson’s longtime snub. “Sneaker companies are always reactive to the public, and they’re always responsive to what they perceive as popular at a given time,” Brandon Wallace, an assistant professor at Indiana University who has studied the industry, told the Times. Amid the backlash, Wilson felt somewhat stuck. She knew a shoe deal was underway, but she couldn’t quite announce it yet. She admitted watching the controversy unfold was “really hard.” However, when it was time to unveil the new sneaker, Nike played into the dramatic waiting period and fan reactions with a campaign that addressed the concerns head on. “Nike leaned into the controversy,” the Times article stated. “Wilson wore a sweatshirt that had ‘Of Course I Have A Shoe Dot Com’ written on it.” The smart play showed how brands can turn what could be PR disasters into smart saves.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.