“Joy to the World”

There is some powerful communication emanating from an Austrian convent. The communicators are 3 octogenarian nuns, Sisters Bernadette (88), Regina (86) and Rita (82). You may have heard this news story. Last week, it was covered in an episode of “When it Hits the Fan” (Radio 4) when presenters David Yelland and Simon Lewis discussed what they regard as an example of excellent PR and communication (search “Nuns on the Run” on BBC Sounds if you want to listen).

For those of you who don’t know the story, the Sisters were placed in a care home (against their will) by the Austrian Catholic church in December 2023. In September 2025 they escaped and moved back into their former convent with the help of former students and a locksmith. Since then, they have been communicating (no doubt with some technological help) on social media, talking about their daily lives and their situation. There are posts on Instagram showing the Sisters, for example, getting repairs done, having a stairlift fitted and talking with thankfulness of being back in the home they love. They now have 282,000 followers. The Catholic Church of Austria – which sees their actions as defiance - is at something of a loss in knowing how to respond. The Church’s attempt to engage the services of a professional crisis management and PR firm has not been a success. 

In “When it Hits the Fan”, Yelland and Lewis conclude that the nuns are so effective as communicators because they epitomise one of “the most potent, powerful things in the world and that is joy”. The Sisters are thankful – they talk in terms of “hope” and “courage” - and they are authentic: their joy coexists with the adversity of a situation that they had not chosen for themselves. In other words, emotion, properly harnessed in communication, is very powerful. People are clearly drawn to the vulnerability, courage and joy of the Sisters – and that is a  heartwarming reminder of the better side to our natures. 

What does this mean for us as communicators? Whilst rational argument is important, emotion, harnessed and appropriately expressed, is powerful and persuasive.  In your working lives, or in whatever context you are speaking, identify the value and service to others of what you do; tell the human story; offer people some hope. In these difficult times, we are all drawn to a message which offers hope. 

Looking back on my list of clients this year – and for previous years, I’ve been reminded that you are all, in your way, striving to make the world a better place. The language of business and professional life can often take the emotion out of a piece of work or a service. Perhaps as we contemplate the start of another  year, we can learn something from the octogenarian Sisters and put the hope and joy back into our communication.    

Wishing you a very Happy Christmas and an “articulate”, performance-filled 2025!