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.
If you're curious about what I used to do as a PR guy for the health insurance industry, how I often took facts and figures and twisted them to advance a specific political or financial agenda, take a look at the behavior of some members of Congress last week.
Restaurants get bad reviews, businesses get slammed for poor customer service, and some people have Internet skeletons which inconveniently appear in search engine results. What does one do if this happens? The spectrum of solutions runs wide from "let it ride" to engaging in black ops activities.