The Pope has instructed priests to blog. Soon you'll be able to fall asleep in front of your onscreen sermon instead of having to get up early on Sunday and trek to church to do it.
Some religious people already blog. They don't sermonise (at least, the ones I visit don't, but that could be a self-fulfilling observation). They write about current events from the perspective of someone with a religion. Different viewpoints are interesting so make the most of them before the government shut us all down in the name of social homogenisation.
The Pope seems to have taken his cue from Labour's methods. He has instructed the priests in how they should blog. That, Mr. Pope, isn't going to work. You'll get blogs filled with Bible quotes which those who are Christian already know about and which those who are not won't care to read. If your priests make no attempt to become 'media stars' as you put it, then nobody will know those blogs exist - other than the already converted - and preaching to the converted isn't particularly helpful.
You can't preach to the heathens through a blog. We terrible barbarians simply won't read it.
If you asked me to name a Christian priest, well, there's Mr. Pope of course, and that one who acts like Mr. Bean and has a similar name to the comedian who plays him, but one priest I can name is Rev. Lionel Fanthorpe. I've never heard him give a sermon but he's an interesting individual and I'd listen to what he has to say. It's too late to convert me to religion - I'm far too old and cynical - but if you want to get people to listen, simply transferring 'the message' from the church the unbeliever doesn't visit to a blog they won't visit isn't any use.
Mr. Pope has it the wrong way round. You can't instruct someone to blog. That makes it a chore when it should be a hobby. You can't tell anyone how to blog or what to blog about. That makes it into an online parish newspaper which only those who already believe what you're saying will read. That's what is wrong with Labour's central-office approach to the internet. The interesting Labour bloggers are those who are not under central control, who blog as and when the mood takes them and about whatever they like. The Bloggers with a Budget are uniformly dull, allow no dissent from their message and are preaching to the converted.
The blogs Mr. Pope wants are those centrally-controlled blogs. They'll get a ticking off if they stray from the message, if they start to become too popular or if they allow heathens to hijack the comment threads. They will be sermons to sleep through.
No, Mr. Pope, you have it wrong. Allow your priests to blog. Don't order them to do it. Allow the interesting ones to become popular. Don't control them. Let them discuss devils and demons and witchcraft and ghosts and things that go bump in the night. That's the stuff we heathens are fascinated by and that's what will bring the heathens to your door.
You might only get one convert out of a hundred regular priestly blogs but hey, blogging is free so your outlay is zero.
If you control the blogs they'll never see a heathen to convert.