The position would work to unify messages on the activities and stances of the USCCB -- not individual dioceses or bishops -- and better carry out church campaigns related to the new evangelization, said Cardinal Timothy M. Dolan of New York, USCCB president.
The Nov. 13 vote on hiring the director of public affairs was 202-25 with four abstentions during the bishops' annual fall general assembly in Baltimore.
Cardinal Dolan told the assembly that whoever fills the position also would likely speak on behalf of the USCCB to the media and provide background on church teaching to public officials and in other venues.
The person appointed to the position would be responsible for developing a "more intentional, focused, comprehensive and unified communications strategy" based on church teaching and focused on promoting the new evangelization, according to a supporting document distributed a day before the vote.
"The strategy," the document said, "should create strong and powerful messages that result in a higher level of understanding and acceptance by Catholics and other audiences."
Auxiliary Bishop Christopher J. Coyne of Indianapolis cautioned that when hiring someone who may speak on behalf of the USCCB, it should be clear that the person only represents the conference.
He also urged that the new director of public affairs to be well versed in church teaching, structure and ecclesiology and be able to talk about such topics authoritatively.
He also said that any bishop who might publicly question or refute a response from the public affairs director would undermine the USCCB's communications effort.
In response, Cardinal Dolan said the director's role as spokesperson "would not be his or her full-time major occupation, but it would be part of it."
During those times when speaking on behalf of the conference, the person would be restating positions taken by the USCCB as a whole rather than staking out new positions or engaging in debates in the media, he said.