My PR World Aflutter with Timing of Pope's Departure

Social media sites today are buzzing with the news that the spiritual leader of 1.2 billion Catholics, Pope Benedict XVI, will resign at the end of the month "because of advanced age."

It is the first time a Pope has stepped down in nearly 600 years. And, my world of PR people around the country are perplexed with why the Pope would choose to announce that he is stepping down on Feb. 28, during the holiest time of the year. After all, it will be only 13 days into the season of Lent, and right before the Easter holiday.

My friends and colleagues in the industry are having a field day with this news. Anyone who has done any executive communications or crisis communications has a strange feeling in their gut about the timing and the news.

According to CNN, the pontiff stated, "Strength of mind and body are necessary, strength which in the last few months has deteriorated in me to the extent that I have had to recognize my incapacity to adequately fulfill the ministry entrusted to me," said Benedict, 85, according to the Vatican.

So let the questions begin! Does anyone really think the 85-year old's health is the issue? Could he have lasted in the position another few months? Why would the Pope and his advisors make the decision to resign now? Could this be good for the Catholic Church? Will they drive awareness during the Easter season to increase positive PR? Is the key message that a new Pope will drive change and a new leader will be chosen from one of the "emerging Catholic markets" (Latin America or Africa). Are we waiting for the other shoe to drop and the Church is trying to get out in front of a massive PR sex scandal that is about to bust open? Certainly all eyes are watching the Vatican and Catholic Church now.

Cardinals will meet to choose Benedict's successor sometime after the official resignation on February 28. The Rev. Federico Lombardi, a Vatican spokesman, said that the Church would have a new Pope before Easter. I usually don't pay attention to the Pope, his statements, doctrine or his Easter Mass. But, I will be paying attention this year, will you?