If you’re a politician or a PR wonk from a major industry, you probably obsess over one thing: being “on message.” After all, a group of copywriters spent a long time crafting your message. You’d better make sure that–even if you’re asking for directions to the bathroom–you’re communicating it constantly.
Unfortunately, being on message tends to come at the expense of authenticity. People can smell “messaging” from a mile a way. It carries quite the odor of manipulation and “demographic targeting.”
Consistency, that’s born of your values, is one thing. It demonstrates integrity, congruency and passion. Carefully crafted media responses are rarely derived from such things and fall flat on the ears of those you most want to hear.
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