In a world that craves transparency, Public Relations (PR) has, more than ever, become a powerful tool to amplify a brand’s genuine voice and values, foster authentic connections, and build long-lasting relationships.
In today’s fast-paced world of business, dominated by noise and ever-shifting consumer expectations, the quest for authenticity has become the holy grail for brands in their effort to stand out from competition. In a world where consumers are bombarded with hundreds of messages throughout the day, the need for genuine communication has become of paramount importance by placing the value on authentic experiences. Nowadays, audiences crave authenticity, that is, a genuine connection with the brands that goes beyond mere financial transactions. In this context, the role of public relations (PR) in building relationships through authentic engagement has never been more critical and the challenge for PR professionals is to cultivate authenticity to establish trust and credibility.
The Authenticity Imperative
At its core, authenticity is about being true to oneself and one’s values. It is about being honest and transparent through the messages that are conveyed but, at the same time, assuming responsibility for mistakes made rather than shifting the blame. Consumers are increasingly becoming more aware of brands that make promises but don’t deliver. According to a survey conducted by Edelman, a global public relations consultancy firm, 81% of consumers trust and support the brands that do what is right. Let’s consider some of the ways PR can influence authenticity and leave a lasting impact.
Building Trust Through Transparency
Being transparent is a prerequisite to building trust. Trust is cultivated through transparent communication, ethical practices and a commitment to delivering on promises. Brands need to openly share their values and practices with the public. But before they do so, they need to make sure that transparency is dominant within the boundaries of the organisation itself. In this sense, PR professionals need to craft narratives that resonate with the core values and the beliefs of both the brand and its stakeholders.
Trust is very difficult to build, as it can take years to earn, and can be broken in just a matter of seconds. Brands need to fulfil their promises when made. In light of this, a tactic that can be used to avoid unfulfilled promises is to underpromise and overdeliver. That way, the brand always achieves to delight the client by offering value that has not been expected in the first place. Fostering, therefore, transparency becomes a great PR tool to influence and attain authenticity. Authenticity helps build trust with the audience, creating a lasting connection that goes beyond mere transactions of products and services.
Authenticity creates a lasting connection that goes beyond mere transactions of products and services
Nowadays, authenticity is at the heart of PR as it is considered the foundation for building trust in the sense that consumers invest in the values and ethics of the brands they choose. Thus, brands that are meticulous about translating their words into actions, build strong relationships with their customers with trust at the core.
A case in point is Volcom, an apparel and fashion company deeply rooted in action sports and culture. The brand’s commitment to sustainability, where organic cotton is sourced directly from farms, showcases their genuine concern for the environment but also demonstrates their commitment to transparency and sincerity.
Message Consistency Fosters Credibility
Consistency in messaging is of paramount importance to building credibility. Being sincere and honest is not a one-off interaction. Instead, it is about a steadfast dedication to transparency that takes place across all channels of communication and at all times. Message consistency is considered the cornerstone of a credible corporate and public image.
As it has already been mentioned, unfulfilled promises, that is, words that are not translated into action – an adopted practice by quite a few businesses across industries – have a tremendous negative impact on brand reputation, which cannot easily be restored. Therefore, authenticity in the form of practicing what one preaches is fundamental in building credibility with all stakeholders.
In this context, building strong and fruitful relationships with journalists – the gatekeepers of public information – is a one-way road. Reaching out to those that are interested in covering your business story and delivering all the necessary information about what you wish to communicate on time and before they have to ask for it sets you at the forefront. Authenticity is the gateway to building trust and credibility and to be a reliable source of information for journalists. Quite often, when the relationship between the business and the journalists is fruitful, they can serve as influencers or advocates over celebrities.
Authentic Brand Storytelling
Authentic brand storytelling cannot be limited to simply narrating a company’s history. Instead, it should include engaging narratives that share common values, beliefs and ideas not only between the brand and the audience but also amongst the people that make up that audience. Such a tactic humanises the brand, it creates a deeper connection on an emotional level and resonates with the audience.
A great example of brand storytelling that connects has been that of Volvo, the Swedish multinational manufacturing corporation and its invention of the 3-point safety belt. The company does not talk about recent models or service options available but it narrates the stories of people whose lives were saved, focusing on what the brand has always stood for: road safety. After Volvo introduced it in 1959, people reacted with scepticism, doubt, and anger. To date, it has saved more than a million lives. On top of that, the company released the patent and aligned the value offered from this saving tool with Volvo’s guiding principle of safety.
Authentic brand storytelling shouldn’t be limited to the company’s history but involve values aligned with the general community
Successful brands are those that do not rely on the transaction itself but listen carefully, genuinely interact and ultimately engage with their audience, which in turn, increases brand loyalty and fosters brand reputation.
Embrace Purpose-Driven Communication
Today’s consumers, especially Gen Z and Millennials, are inclined to support brands that embrace corporate social responsibility (CSR) and act towards social change. For example, they support companies that align their messaging and actions with social and environmental causes, offering a part of the revenue of each sale towards that cause.
When brands are driven by a higher purpose, they are more likely to be seen as authentic and unique. The drive towards solving a problem or contributing to improving the world at large in some way creates a sense of authenticity. In this sense, authenticity becomes a competitive differentiator and enables the brand to become and stay recognisable.
Purpose-driven actions are a competitive differentiator and make the brand authentic and unique
Ben & Jerry’s is an example of purpose-driven communication and its unwavering commitment to social responsibility. The Pecan Resist flavor initiative shows dedication to community engagement, supporting social justice causes and sourcing ingredients from fair-trade cooperatives. The company has managed to blend its delicious flavour with a genuine sense of purpose in making the world a better place by “licking injustice and championing those fighting to create a more just and equitable nation for all”.
Social Media Symphony
In a world where digital interaction is the norm, social media channels provide brands with an unparalleled opportunity to connect authentically with their audience in real-time. Businesses need to develop a consistent brand voice across all social media platforms to establish credibility and authenticity. In addition, they need to align core values with actions, share engaging content, and foster genuine connections through meaningful conversations, responding to comments and addressing concerns.
Airbnb exemplifies this approach by employing user-generated content based on an open dialogue with its community. Along with a variety of accommodations, it shares authentic stories of hosts and guests, connecting people from all over the world and making the brand, above all, authentic.
Humanise the Brand
It is widely accepted that consumers are more likely to resonate with brands that are characterised by having a genuine personality as well as empathy. PR practitioners need to be aware that, in an era where information travels at the speed of light, humanising the brand means that you show to your customers that you really care about their concerns and needs.
Cultivating human relationships on a more personal level is the way to go, however, it has become necessary to do so across all channels of communication in order to build brand recognition. On the digital channels, businesses need to interact with the genuine customers, answer questions, offer prize incentives, and organise events for them. Such tactics promote referrals and foster brand loyalty.
Cultivating human relationships on a personal level across all channels of communication builds brand recognition and loyalty
In case the business cannot serve the specific need of a client, it is recommended that it refers them to another business, even a competitor, that can meet their needs. This showcases commitment and willingness to help, even if the business cannot provide direct assistance. Being authentic builds trust and credibility over time and increases the likelihood that clients will engage with your business and make referrals to others.
In addition, the concept of humanising the brand should start from the employees of the organisation, where PR should open a two-way communication and extend it to customers, media, investors and the community at large for deeper engagement and long-term relationships.
Inculcate Authentic Mentality
Authenticity should begin at top management and be widespread throughout the entire organisation. Leaders that are characterised by honesty, transparency and a commitment to values inculcate this mentality by aligning consistent actions with the company’s core principles.
The employees are the first ones to embrace these qualities and are those that communicate them to the audience because of the direct interaction that exists between them. The employees are the ones who represent the company in the eyes of customers and stakeholders. Thus, in a world where consumers crave trust and authenticity, being genuine becomes a competitive differentiator.
Crisis Management and Authenticity
Most businesses avoid planning for crisis situations. Unfortunately, disaster can strike any company, at any time. Whilst some crises may occur instantly, others may evolve over time. Whether or not they have prepared a crisis management plan in advance, brands should instantly acknowledge the mistake (e.g. product recall, data breach, natural disaster) and demonstrate commitment to rectifying the situation. Not doing so, especially when the issue gains publicity through the media, can cause irreparable damage to the brand’s reputation.
Clear and authentic communication maintains trust. The latter must not be broken, especially during crises situations where the business must respond effectively and show commitment to integrity. It’s not about avoiding crises but how you respond to them.
Toyota recalled a total of 8.8 million vehicles for safety defects in 2010, including a problem where the car’s accelerator would jam, which caused multiple deaths. Although, initial communication issues hampered the crisis response, the company showed commitment to addressing the problem by demonstrating authenticity in crisis through transparent communication and a customer-centric approach, allowing Toyota to rebuild trust and salvage its reputation.
Businesses must respond effectively during a crisis, show commitment to integrity, and a drive to rectify the issue
The case of Toyota has proven in practice that timely communication, empathy and a commitment to addressing the issue are the most important keys to crisis management. Maintaining authenticity during a crisis is of paramount importance for the public perception. Assuming responsibility, informing about the steps being taken to resolve the issue along with open and transparent communication with all stakeholders and aligning the reaction to the company’s core values is a strategy that will limit the negative impact on brand reputation.
Measuring Brand Authenticity
Measuring brand authenticity is neither an easy nor an accurate task and it does not happen at once. Message consistency across all touchpoints is necessary including a mixture of online and offline activity. To measure authenticity, brands need to understand the key attributes that define it and rate them on a 1-5 scale. Engaging storytelling, emotional evoking, purpose-driven culture and being one with the community are the most important ones.
Still, however, amongst the important metrics to track is engagement such as social media ‘likes’ and ‘shares’. Another metric to track is brand sentiment, that is, comments and how the audience talks about the brand both online and offline. Other tracking metrics such as customer retention, customer referrals and repeat purchases prove brand authenticity.
Synopsis
The advent of new technologies, the changing consumer expectations and the increasing demand for transparency, honesty and ethical behaviour are destined to make authenticity not a virtue but a strategic imperative. Those businesses that embrace authenticity and convey this mentality through genuine public relations strategies will have a competitive advantage.
New technologies such as AI and automation will offer new tools for tracking and measuring authenticity in real time, which has become the golden standard for brands seeking to establish trust and credibility and influence public’s perception of genuine brands.
The future of brands belongs to those who embrace authenticity and PR’s role is crucial towards that direction. PR professionals who prioritise transparency, storytelling that resonates, build trust, foster genuine connections, align communication with action and focus on authenticity as a key differentiator will be the ones that create lasting brand reputations.
Authenticity is the key to making the audience feel heard, understood and connected, but most of all about creating a strong feeling which can be described by the words of Maya Angelou: “People will never forget how you made them feel”.
