Every communication carries a risk. Just ask a politician who failed to “stay on message” and ended up losing the election.
It doesn’t take much. Some ill-advised, off-the-cuff change in language can damage a public figure’s image overnight, making him or her seem dishonest, insensitive, or ignorant. Skilled politicians have a sixth sense about staying true to their core message and the “brand” they are portraying. They know it’s vital to their success.
Of course, it’s comparatively easy for a politician to manage the content of speeches and voter communications. It’s much harder to manage every communication that comes out of a large company, with customers of all ages and tech savviness. But you have to do it, for the same reasons that a politician does.
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