For all the talk of putting stakeholders first, companies seem incapable of meeting their expectations. A conveyor belt of corporate crises has been the regrettable result

Oscar Wilde was a renowned optimist. “One can survive everything nowadays,” he once said, “except death.” Corporate communications folk, pay heed. Staple it as a motto on your office door. Burn it onto your brain. You’ll need it.

Optimism is a powerful impulse. It’s what pushed many unlucky PRs to...

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