MarCom Professional

Authenticity - Do We Have It?

I've been reading a lot about authenticity recently.  Back in May, Business Week devoted editorial to the subject, describing it as 'the critical component of success'.  Whilst this article looked at personal leadership, there is an opportunity for the communications industry to take a proactive position on it.  We know that social media demands authenticity (the most high profile mistakes have been due to a lack of it) but more importantly, a shift is needed if we are to genuinely engage with stakeholders to build trust and reputation. 

Authenticity is a basic tenet of good communications. One of Grunig & Hunt's four PR models, published in the 80s, demands an authentic dialogue - not monologue - with stakeholders (the Two Way Symmetric model: organisations communicate with their stakeholders, listen to the feedback, and if appropriate, change their practices accordingly).  Unfortunately, Publicity is the  model most practitioners are familiar with (accuracy and credibility optional!) 

The Henley Management College School of Reputation is holding its annual Reputation Conference at the end of October.  The theme is authenticity - in particular, what is authentic reputation, how to build it and add business value.  Check it out.