in an authoritative way. Journalists are still the best conduits to the public, and I get the same feedback from them regardless of whether they’re reporting at the trade or national media level. Everyone wants to promote, few want to provide context or insight.
Instead, corporate spokespersons should speak to real world topics and issues that have direct and tangible business outcomes. If one sector gets funding, how will it impact another? How will a certain policy significantly boost or slow adoption in a certain state? Why is certain funding a waste of time and resources? What will the global impact be?
I’m speaking specifically to the companies who overthink each potential news item, take days or sometimes weeks to determine a position, then have several rounds of approvals needed before that message can be conveyed to the public.