Unlike many creative professions, corporate communications have phased out the importance of having great taste as an actual skill. It's corporate cringe.
This is what the genius novel writer William Faulkner said in his 1950 acceptance speech for Nobel Prize in Literature on the matters of the heart.
In terms of corporate communication, businesses in general — and startups in particular! — should focus less on storytelling and more on storycrafting.
In a recent campaign by Burger King, they liked old influencer tweets for effect. But using the exploit PR strategy does come with serious drawbacks and risks.
We should strive to be less stupid by studying logical fallacies and cognitive biases. This is helpful in PR, too, since we deal with human communication daily.