Authentic: The Now Word for PR and Everything Else

I appreciate words. My ear is always searching as someone else is speaking, listening for those uncommonly used descriptors and phrases. Occasionally, a word will creep into conversations repeatedly. For the last two months I’ve heard the same word mentioned while having lunch with friends, meeting with clients, listening to professional presentations, sitting in the church pew, and even while shaking hands with new acquaintances. When people who have no connection let the same utterance slip between their lips in such a short period of time, it’s time to take notice.

“Authentic” is the word of the moment. As I ponder its meaning, I’ve noticed that clients and others around me who have focused their efforts on living and working in an authentic manner have been more successful.

Much time could be spent on dissecting the meaning of the nine letter adjective, but I will limit my focus to how it applies to public relations.

Crisis Communications: Staying true to who you are/ your company’s mission means you will weather the event far better than lying, back tracking or attempting to deflect the attention.

Media Relations: Authentic people and their companies get more coverage. It is as simple as that. The college planning company that donates time to teaching parents about how to send their kids to school without going broke, the photographer who saves dogs lives with her portraits, and the private aircraft support company with a customer service program modeled after the Ritz-Carlton.

Community Relationships: An honest approach to partnerships will produce stronger connections and better outcomes.

Keep in mind that authentic doesn’t mean altruistic, it just means the organization is true to its message. Some of the most authentic companies that come to mind quickly include TOMS Shoes, Southwest Airlines, Rolex, and Starbucks.

Share your thoughts on the brands you think are the most authentic in the comments section below.