The Role of Authenticity in Public Relations

​Have you ever felt like you're communicating with someone who doesn't believe what you're saying? Or have you ever been deceived by someone in the past, no matter how honest and genuine they may seem?
 
In this age of skepticism, people are increasingly suspicious of almost everything. For example, consumers today are increasingly weary of organizations and brands, questioning whether they are authentic and genuine.
 
Authenticity and integrity are vital to maintaining a good image and trust in this digital age, and good PR can help play a vital role in this matter.

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Why Many Forget to Become Trustworthy
Many people and organizations today lose the public's trust because they are dishonest in their communication. For example, they may be deceptive to gain an advantage or to hide a scandal. There are several reasons why people and organizations compromise trust and authenticity:

1. Personal gain. This can take many forms, such as financial gain, career advancement, or social status. If they benefit in some way from being deceitful, they may choose to do so.
   
   
2. Fear of consequences. Have you ever found yourself in a situation where becoming honest and telling the truth will give you more negative impact than vice versa? That is one reason people or organizations choose to become deceptive - they fear negative consequences, such as losing their job, facing legal matters, or damaging their reputation.
   
   
3. Pressure to conform. Pressure from friends, family, or society may pressure a person to take a specific action or represent themselves inauthentically in an effort to please everyone.
   
   

By breaking the bond of trust, it can be difficult to rebuild. To prevent this from occurring in the first place, authenticity is essential. Genuineness is an integral part of building faith in any relationship - including public relations. So how can you actively cultivate authenticity within your PR efforts?

What is the Role of Authenticity in Public Relations?
Authenticity is about being real, genuine, and honest with all stakeholders. It is an essential part of public relations and is at the heart of building relationships, inspiring trust, and creating a positive public image.

Authenticity not only means being honest and transparent, but also creating an atmosphere of trust with your audience. People who are genuine tend to be more likely to form connections with organizations that have proven themselves through honesty, openness, and consistency. The question is: how can you become one?

1. Honesty. Being honest means a person or an organization is truthful and upfront about its intentions, actions, and results. Honesty builds trust and credibility with stakeholders, which can lead to positive outcomes for the organization. But being honest doesn't only mean telling the truth; it also means not hiding anything and actively engaging with stakeholders.
   
   
2. Transparency. Transparency is another essential component of authenticity. It involves being open and candid with stakeholders about the organization's policies, processes, and outcomes. Transparency is crucial in building trust with stakeholders, as it shows that an organization is willing to be accountable and make changes when necessary. A transparent organization is not afraid of criticism; instead, they take it as an opportunity to improve.
   
   
3. Consistency. Genuineness is a trait that calls for both your words and actions to be aligned with the same message. Regrettably, many people fail in this area, becoming untrustworthy instead. Despite its difficulty factor at times, consistency between what you say and do should remain an integral part of your character-building story. But it is an essential step if you want to build trust. And building trust and confidence with stakeholders shows that the organization is responsible and reliable.

 
Conclusion
How will you build trust with the public in today's skeptical world? Authenticity plays an important role; everyone expects brands and organizations to be authentic. Authenticity is much more than being honest and genuine. Cultivating the three aspects of authenticity will help a brand or organization stand out and contribute to its success.