Authenticity versus consistency in PR

“Authenticity” has become a buzzword in public relations especially in talk about social media. I think this may be an error. I think the best we can do is consistency.

Authenticity is a tricky concept. The dictionary defines authenticity as adhering to tradition or sticking to the facts, but that isn’t how most people understand the term. The folk understanding of authenticity is “be yourself” or “be original.”

The problem is that organizations have very little possibility of ever presenting an “authentic” self. The same goes for anyone who doesn’t have the time or ability forge personal relationships with their online “friends.”

I suspect that the best we can do, in the ephemeral world of fleeting status updates and tweets is maintain consistency. Really, isn’t consistency and predictability what we really mean by authenticity, anyhow?

“Be yourself” or “be original might just be code for “be consistent” and “be predictable.”

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