Consistency. It’s not a word that elicits excitement in the hearts and minds of humans.

But consistency matters in PR. Businesses that are consistent in messaging are more successful in educating the market about their value propositions and what they contribute to society.

Every time an organization delivers a message that’s consistent with its brand, it further cements its credibility with those with whom it has built trust and engagement. As author and business messaging guru Seth Godin explains, “You only have to make the choice to be consistent once. After that, it’s simply a matter of keeping your promise.”

But while businesses want to deliver consistent messages, that doesn’t mean they should recycle the same themes in their content and the same approaches in driving engagement. Stories with unique angles that create “aha moments” for readers, research that reveals new insights, and campaigns that help companies realize big hairy audacious goals (BHAGs) are what make companies truly memorable and keep them top of mind with customers and prospects.

One great way to make consistency compelling in terms of a content strategy is to leverage a variety of unique voices within your organization to tell your story from various perspectives.

For example, the CEO could offer commentary on the overall market, outline key pain points and opportunities, and provide advice on how best to address both. Meanwhile, a CTO or CIO could offer a point of view on enabling technology and tips that allow users to gain the most value from those solutions. And subject matter experts could detail customer- and industry-specific challenges and successes.

This approach enables a business to not only tell – but also show – the value of its brand while highlighting that it has a deep bench of experts in various disciplines. While the different spokespeople and stories take different angles, all should ultimately circle back to the company’s core business proposition and illustrate why it’s of value to customers and society.

Inconsistent messages can elicit a “Wait! What?” reaction. But a combination of consistency and creativity will have customers and prospects thinking: “Wow. Wonderful!”