The business world is full of rules. Some succeed by following them, others by breaking them. You have to find the right balance. If you break all the rules, you may frighten people. But if make your own rules, they may not even notice.
To be relevant, it's no longer acceptable to be an ad-hoc publisher and expect the masses to flock to one's brand or cause. Just the opposite, relevance is largely defined by one's ongoing presence in the broader online conversation.
Can a Vatican-appointed commission bring about real change and be trusted to give a non-biased and honest report about the scale and severity of the abuse and offer real solutions that will be accepted by the Church?
Unless you are a big deal, press releases are often useless: If you are Apple or Tesla, the world will cover your press release. If you are Joe Blow or Joe Inc., nobody cares about your new product or service launch.
Businesses are never obligated to talk to the press, and there are those who realize that undue media attention can bring unwanted obstacles or distractions to business goals - so they understandably avoid media.
Many times when top company executives are separated they will detail two different company visions, which can spell trouble when company representatives talk to the press, or even to their own employees.