It turns out Chris Luxon can teach business a thing or two

Christopher Luxon's personal equivocation on the Iran war helps explain his earlier struggles in the news media. It also illustrates an important lesson for organisations.

The white heat of a media interview is where doubt reveals itself. We’ve seen it countless times with failed product launches or marketing campaigns that never quite land.

These public embarrassments happen because internal doubts were never properly aired or resolved in the communications planning.

A PR pro knows how to spot the mistakes.

They ask the uncomfortable questions that are never properly resolved.

They stick resolutely to the interests of the people who matter most to the success of the company — the customer.

They challenge the well-intentioned, though fallible, instincts of executives and marketing teams.

Bring them in earlier. It’s cheaper than fixing it later.