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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.

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