most companies in general are not good at "comms" "good comms" largely comes from narrative alignment between founder (or some front facing person) and brand of the company they have to fully embody what the brand means, and not sell - but rather create belief in their mission. the company itself is a story and the main character needs to be believable to the audience or else the rest of the plot is entirely even getting people to buy into the story of the company is hard enough, but once you have them post cold start, the story needs to be both real and cohesive - and inspire some emotion from those watching (only a handful of human emotions can drive action) ideally make them feel like they are a part of it