It won’t be easy, inexpensive — or quick — to drop “Mormon” or “LDS” as shorthand substitutes for The Church of Jesus Christ of Latter-day Saints, but some public relations professionals see benefits in trying.
It is a “pivotal time” for the Utah-based faith, says Christine Denniston, director of marketing and public relations for the Lindquist College of Arts and Humanities at Weber State University. “This is an opportunity for the church to rebrand itself.”
On Thursday, President Russell M. Nelson said in a statement that God had “impressed upon my mind the importance of the name he has revealed for his church, even The Church of Jesus Christ of Latter-day Saints.