Here’s a question I’ve asked myself for three decades. If you have a throbbing frontal headache, do you reach for antibiotics? No, you reach for a Saridon. No dose of even the most powerful antibiotic will fix that headache, because you’re treating the wrong problem. Yet in corporate communications, we keep having the wrong conversation. We talk about budgets rising and budgets being cut as if a bigger number is always the answer. It’s not. A company facing a governance crisis needs a different intervention than one launching a new product. A brand struggling with consumer trust needs something entirely different from one battling regulatory scrutiny. The treatment must match…