When it comes to effective public-relations campaigns, California's Sisters of the Valley -- the "weed nuns" -- take the cake.
Well, now that I think about it, that would probably be brownies, not cake.
The problem, of course, is (a) these nuns are not real Catholic nuns and (b) their love of traditional religious garb make them look like nuns. In the past this has been confusing to journalists, especially those looking for a novelty story, as opposed to a piece of fact-based religion coverage.
One of the all-time classic stories stirred up by the PR efforts of the sisters ran at Newsweek (surprise, surprise). That led to a blog piece by Catholic Deacon Greg Kandra, a former CBS News professional who, before moving to the altar and pulpit, won two Emmys and two Peabody Awards. The blunt headline:
Newsweek, Go Home. You’re Drunk. Those Aren’t Nuns.
Now, the lede on the Newsweek did say that the nuns were "self-proclaimed" -- but the visuals probably overwhelmed that one moment of clarity (which wasn't explained very well) for most readers.
So now, Reuters is back with yet another "weed sisters" report, which has been distributed by Religion News Service. In terms of factual clarity, this piece deserves attention. It is a step forward, in terms of "weed sisters" PR materials. Here is the overture:
MERCED, Calif. (Reuters) The Sisters of the Valley, California’s self-ordained “weed nuns,” are on a mission to heal and empower women with their cannabis products.
Based near the town of Merced in the Central Valley, which produces over half of the fruit, vegetables and nuts grown in the United States, the Sisters of the Valley grow and harvest their own cannabis plants.
The sisterhood stresses that its seven members, despite the moniker, do not belong to any order of the Catholic Church.