"be shrewd as serpents and simple as doves"
While simple as doves may go down easily with us and fit nicely with our image of Jesus, we must also not forget the first half of the command.
Here we sit in the communication age, in the 21st century, with the tools to reach and move the entire planet and it is safe to say that your average company puts more time energy money thought study and resources into marketing toilet paper that the Catholic Dioceses of our country put into Evangelization, "marketing" the gospel to an increasingly unchurched population.
Are the mormons the only ones capable of putting together a TV commercial with high production values?
How many dioceses have even a communication office that does more than react to bad news or publish a newspaper, the modern equivalent of 8 track tape and LP's.
Today's gospel reminds us how gifted we are. We know how to get people's attention and move them. Billions are spent each year to convince people to buy what they don't need. Should we not avail ourselves of the same tools to convince people to buy into what they most need, the Gospel of Jesus Christ.