One amenity the homeless lack is a place to clean clothes. Anyone who stands near a homeless person on the subway can attest to that. The pope also understands the issue and did something practical about it. He opened a free laundromat for the homeless of Rome. It seems a small gesture but it means a lot to those living on the streets. They now have a place where they can spiff their clothes and feel like an ordinary person again. Smart PR engages in practical solutions like this. It is not just words and persuasion but deeds. This pope is action-oriented, and he uses his own example to motivate Catholics around the world. It is visible leadership setting achievable goals for others to follow.