I think Wuerl's comments about STARTING with even a minimal experience of Jesus is the key.

So many people no longer see Jesus in judgmentalism, values and ethics put forth by the church.  Benedict did immense damage to the church with his quote(s) about condoms while he was in AIDS-torn Africa.  Doesn't matter if there was a gentle backing away later, the damage was done.  The same kind of thing happens when a young couple chooses to marry, and instead of rejoicing with and supporting them, they hit with the church's position on ABC.  

I often think the "smaller/holier" church concept is a gross misrepresentation of all that Jesus stood for, and one that undermines not only the foundation of the church, but limits its future.   But this isn't a "media coverage" issue, it's a cancer in the church itself, not unlike the cancer of the mentality that keeps bishops from accountability.

The "nones" have a lot to offer the church, odd as that may sound.