"No more bogus quotes!"

So you're reading a news-style internal article about a business win and you're feeling encouraged (maybe even engaged!) until you hit something like this pothole of a quote:

"There is a significant amount of trust that goes along with this agreement," said [the COO]. "Airlines enter into 10-year agreements with airports where they believe the cost structure, the capital approval processes, and the management of the airport all work together. We truly value our relationship with the airlines, and our openness, transparency and mutual respect has led us to this point."

Instantly the air goes whooshing from the ruptured tread of your morale. It occurs to you, though you can't put your finger on why, that this lone win may mean little in the context of your organization's immense challenges. What just happened?

Who do you serve? (a trick question)

It sounds like one of those hackneyed job-interview questions (let me know if you've encountered it in an actual interview), but it's a crucial part of optimizing governance so you can apply The Good Stuff in internal communications: Who should you primarily serve — your bosses and similar stakeholders, or your audience?

It's a trick question and a false dichotomy, suitable only for testing your courage. You can simplify the equation this way: Are you more likely to make a lasting, beneficial difference by serving your bosses superficially — by taking orders and granting wishes like some communications genie — or by serving them authentically?