Leveraging Authenticity: Strategies for positive change & lasting stakeholder connections

Transparency, credibility, trust, authenticity are no longer mere trending concepts, but have become crucial elements of business operations. Consumers aren’t just buying products; they are seeking brands with meaningful messages that they resonate with as well as stronger ethics. Today, authenticity in PR and marketing has become vital to create an enduring brand value as well as creating differentiation. No longer will carefully crafted messages suffice. Consumers and various stakeholders demand more openness.

But has the public relations industry been able to really up their game to usher in true authenticity and are practicing it in all earnestness?

Tarunjeet Rattan, Managing Partner, Nucleus PR, noted that one of the most abused words of 2023 in PR is ‘authenticity’, just like ‘credibility’ and ‘buzz’ were a few years ago. “But all three are still essential, irrespective of the over-hype they receive, as long as one understands the true essence of the term,” she affirmed.

Jaideep Shergill, Co-Founder, Pitchfork Partners, pointed out, “Consumers are increasingly skeptical about traditional PR and marketing as they are often bombarded with marketing messages and information. Authenticity plays a key role in bridging the gap between skepticism about a product and the ability to trust it.”

According to Tarunjeet Rattan, “Authenticity has evolved from being a core term to one that defines popularity. Achieving true authenticity is not easy; it implies being your true self in both personal and professional life, without filters. That is when an audience truly connects with you. The word ‘authentic’ comes to mind when you meet successful people because they don’t pretend to be anyone else. They live their truth throughout various phases of their lives, which evolves into a strong reputation rooted in their truth. Finding a spokesperson who agrees to be their true authentic self – fearless, unafraid, empathetic, and willing to learn – is a premium in the PR industry.”

Akanksha Jain, Head - Public Relations & Corporate Communications, BharatPe, believed, “Authenticity is the most powerful tool for brands today. It helps build credibility and trust, which in turn builds a loyal and engaged consumer base. Authenticity enables brands to foster a connection that transcends transactions. As the world has moved digital, authenticity has gained more importance. Today, it is more important than ever for brands to be authentic. Authenticity helps brands cut through the clutter and build a genuine connection with their consumers.”

She added, “Consumers prefer to associate with brands that are real and making an impact. They do not want perfection and appreciate brands that own up to mistakes and strive to deliver better. In the era of fake news, authenticity can address misinformation that can cause irreparable damage to a brand’s reputation.”

Talking about AI and its involvement, Jaideep Shergill mentioned, “With advancements in technology and artificial intelligence, the challenge of maintaining authenticity has grown. With AI, it is easier than ever to damage a brand or personal reputation. In the current general elections, Indian political parties are estimated to spend over $50 million on AI-generated political campaigns. These campaigns are used by politicians to enhance their presence or discredit their opponents’ reputations. Some visuals and audio clips are so realistic that a layperson would never guess they were created using AI. This development underscores the necessity of authenticity in PR. By establishing a strong, authentic image beforehand, the impact of deepfakes can be mitigated, and crises can be effectively managed.”

He further cited an example, “With platforms such as X (formerly Twitter), Instagram, and Facebook, consumers have strong mediums to express their emotions for a brand or personality, whether positive or negative. Knowing this, brands or individuals need to be very careful with the affiliations and campaigns they create. This was the case with David Beckham, the Qatar Ambassador during the FIFA World Cup 2022. He faced heavy public backlash for his decision because of Qatar’s human rights record, particularly its treatment of people from the LGBTQ+ community. Authenticity in PR has evolved drastically over the period. In the late 20th century, it was more about creating a brand image and using spin and manipulation techniques to attract consumers rather than genuinely engaging with them. With the rise of cancel culture, the need for transparency has increased as audiences expect brands to be open and accountable.”

Leveraging Authenticity: Strategies for Positive Change and Lasting Stakeholder Connections

Tarunjeet Rattan noted, “People do business with people they trust, and individual and corporate authenticity is a key element in building trust. Building authentic cultures starts at the top, where leadership teams lead by example. Businesses can also build authenticity by transparently aligning their values with their actions, consistently engaging in honest communication, and demonstrating genuine commitment to social and environmental responsibility.”

“By fostering an environment of trust and integrity, they can build lasting connections with stakeholders, driving positive change and enhancing their reputation. Keeping this as a central core strategy for growth will help develop a reputation with a strong foundation of trust and credibility, encouraging more people to do business with them. Because people do business with people they trust,” she further added.

Jaideep Shergill remarked, “Leveraging authenticity as a strategy has significant impacts on a business. Authenticity brings forth positive changes and creates a strong connection with stakeholders. A business needs to accurately define its core values and positioning to effectively create an authentic brand. These core values need to be consistent throughout a brand's communication, whether it’s a PR campaign or an ad campaign.”

He shared some examples for better clarity, “For instance, Apple as a brand has always stood for user privacy. This positioning is effectively communicated to consumers through their campaigns, allowing consumers to trust the product and be willing to pay a premium for the services offered by them.”

“Authenticity also includes a healthy flow of communication between a stakeholder and the business. Being transparent with consumers is highly appreciated. This includes accepting mistakes and committing to constant improvements.”

Shergill also mentioned about a recent controversy involving an Instagram blogger named Foodpharma and Lay’s. He stated, “Recently, an Instagram blogger known as Foodpharma created a series of videos against Lay’s and the ingredients used in it. The brand positively reacted to the consumer agitation caused by the videos and made relevant changes to their product. This way, Lay’s avoided unnecessary backlash and was seen as a brand that responds to its stakeholders' concerns.”

Akanksha Highlighting some key strategies, Akanksha Jain said, “Businesses can leverage authenticity to showcase how they are delivering on their brand purpose. Take the example of authentic stories from consumers around the product and its impact. Authentic storytelling can go a long way in building trust and a lasting connection with stakeholders. Authentic stories can also play an important role in driving a positive change in brand sentiment.”

Additionally, by leveraging Key Opinion Leaders, brands can drive positive narrative building. “In case of a crisis, brands should be honest and transparent about issues, own up to mistakes, and provide resolutions. This will help them build credibility and demonstrate their commitment to addressing issues responsibly, thereby building a lasting connection with stakeholders.”

“Also, by leveraging social channels, businesses can interact directly with their consumers, respond to comments, address issues, and take suggestions—thereby engaging with their stakeholders,” Jain concluded.