If you are a company and want the world to say good things about you, do this: Always tell it like it is, because it creates trust in the long run. De-complicate the complicated, because otherwise you will just bore people (bad for relations and reputation). Take the relevant stakeholder perspective, because talking to the wrong people is badly spent money. If you add being nice to people in general, you get a communication formula that will work in the media, on the financial markets, in public and in business.
There, some free advice. If you also want coffee, get in touch.