There can be few worse things in the world of PR than transparently ridiculuous efforts to dress bad news as triumphs of corporate ingenuity.
Today, Ford Australia announced it will cut 1200 jobs.
Bad enough news to draw media comment from the prime minister, deputy prime minister and many others.
This is the headline from Ford's media release: Ford Accelerates Australian Business Transformation.
Worse still, the lead paragraph:
Ford is transforming its Australian business by accelerating the introduction of new products for Australian customers, enhancing the sales and service experience, and improving its business efficiency and profitability.
You don't burnish your reputation with childish corporate spin.
The effort to do so is insulting to your employees, journalists and the broader public.
If there's bad news, then tell it straight up.