Perhaps it's just a culture thing? As this has been a research...

Perhaps it's just a culture thing? As this has been a research outfit it's whole life talking to logical, scientific types, in a methodical and accurate way in house and to each other.
Or business to business.
Or government departments etc.
None of it suited to talking to the market or media. They really need to look at the culture and their communication style or lack of it. Who they're talking to, and adjust their style to meet it.
This problem won't go away just because they get a contract signed. In fact it will be even more critical.
After all the, um.. ah ..um .. ahs bs of the previous bloke, people were relieved to get a CEO who's articulate, at least I was... That was then! Now we want to see names on contracts and I want it loud! I want to see it on the ABC business show and The Fin Review.
With this story to tell and the money they are paid, to tell it, you could train an actor to do it. Or maybe even a marketing pro, there's a thought.
I know, more patience is required, for now.