Creating the cult of a saint: Communication strategies in 10th century England

Abstract

In late 10th century England, a little-known and long-dead bishop named Swithun was canonised and became one of the most-widely culted saints in the country. Behind the creation of the cult of Saint Swithun were communication and political strategies with aspects of brand creation and extension, fund-raising, message creation and delivery, and stakeholder engagement using tactics such as word-of-mouth, the creation of special events and music, and use of specially commissioned publications. Using the prism of modern public relations practice and theory, the creation and maintenance of this important saintly cult is reviewed.