We are always advising clients that in the interconnected world message consistency makes a difference. What you say to the media, to analysts, to shareholders, to consumers- may have different facts and relevant proof points-but must be consistent in themes and overall framework.
As we are watching the Presidential debates and the growing number of negative ads, we see a disconnect between the debate hall decorum, and the political ads and stump speeches at candidate rallies. The off-center stage attacks are different from what the candidates are saying to each other before the town halls and moderators.
We will see if this works in politics. It usually does not work in the corporate, association, and public sector arenas. Reporters, bloggers, activists and class action attorneys will seize upon inconsistencies.
In addition to consistency and transparency, add one more word: permanence. What you post is forever. If you go back and “update” an earlier message – especially if you do so without acknowledging it in the post – your earlier message will almost certainly come back to haunt you, cached securely in Google or on some user’s website.