Traditionally, in order for a papal teaching to become normative, it has to be "received" by the people. In a world addicted to social media, conferences are not the best means to promote understanding and reception. Buying national media time, producing simulcasts with Q & A from the audience, and, of course, a Facebook page, etc., might work. It's important to keep in mind that the great majority of Catholics couldn't tell you what's in A.L. or why they should read it. As long as that's the case, pastors can ignore it with impunity.