Best story always wins. For instance, looking at the world of stocks, does it really make sense that a company that depends for the majority of the money it makes on theme parks has seen its share price rise by 50 per cent in the last three months. With Disney Plus, it's managed to change the narrative and make people focus on the future not the extremely dismal (for it) present.
The best story (and that's where services like public relations and wider communications can help) always wins.
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