originally posted to www.carnsight.com

Authenticity has become a bit of a buzzword, and I can understand the criticism that perhaps we’ve lost touch with what the word actually means.   

But in PR, true authenticity is everything. It’s the bedrock of trust on which everything else is built.  

It’s not about sharing everything but sharing the right things 

There’s a misconception that being authentic means putting absolutely everything out there and having no boundaries at all.  

But authenticity isn’t about total transparency, it’s about being intention and thoughtful. Authenticity is about sharing things that align with your values, mission and voice.   

It doesn’t have to always be slick or polished. It’s about ensuring you’re a person and not just a press release.  

People can tell when you’re trying to sound like something you’re not 

Audiences are sharper than ever. We can all spot an AI-scripted LinkedIn post from miles away. We know when a founder quote has been edited down to nothingness by four rounds of internal approvals. 

The reality is that the more a brand tries to project a perfect image, the less believable and more imperfect it becomes.  

Authenticity in PR means letting the human through. The best brands aren’t flawless. They’re relatable, honest and stick by their values.  

Authenticity helps when things go wrong  

When things hit the fan, authenticity is everything. Because if a brand has built a track record of honest communication, people are far more likely to give it the benefit of the doubt. Authenticity can help towards people assuming the worst. Because people are capable of making mistakes. And if you’ve shone a light on the human side of your business, your customers are more likely to remember there are people just like them behind the brand.  

When brands only ever share soulless, pristine announcements and something goes wrong, the silence becomes obvious and the spin evident.  

Yes, the benefits of authenticity might take a while to truly shine, but it really comes through when it matters most. 

But what does true authenticity for brands look like?  

It’s about a few meaningful shifts: 

• Amplifying real voices – lose the jargon and use your people 

• Honesty about limitations as well as strengths – clarity is kindness and that gets respect 

• Consistency across the board – amazing messaging means very little if it doesn’t match how your team acts and speaks no matter the occasion 

• Stories not statements – storytelling provides meaning 

• Action backed values – put your money where your mouth is and lead by example 

It shouldn’t be a performance 

Authenticity isn’t about, excuse the phrase – polishing a turd – and making something out to be something it’s not. It’s helping brands sound like the best version of themselves. 

And I think that’s why authenticity resonates so much – it’s rare and requires a level of bravery. It asks brands to show up as they would expect their people to, even when it’s a bit uncomfortable. 

88% of consumers say authenticity is important when deciding which brands they like and support (Stackla Consumer Content Report).  

So remember, in PR, authenticity is everything.  

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.