Around this time of year many of us in the PR and communications world will be flooded with insights and forecasts for the year ahead.
Read through these and you will learn of the challenges and opportunities created by generative AI, how a disruptive US election will create economic uncertainty and geopolitical tensions, why DEI, climate change and employee communications will dominate headlines in the year ahead. All very justified.
But as we step into 2024, there is one trend that cannot be overlooked, authenticity.
Authenticity is a key factor that will cut across multiple industries and requires companies to commit to a level of corporate transparency in a more meaningful way.
From product launches to defining corporate values, major announcements, and crisis communications, being open and honest with customers, journalists, the media, and clients will help to cement credibility and foster a sense of trust. And trust can be a valuable commodity in today’s complicated world.
This involves avoiding exaggerated or false claims, the overuse of unnecessary adjectives and companies should ensure consistency in messaging and branding across all channels of communications. Public relations can play a huge role in this process.
Being human helps to build brand loyalty in a meaningful way. Stand for something, offer a human touch… this will go a long way to building trust with your customer base.
Read through these and you will learn of the challenges and opportunities created by generative AI, how a disruptive US election will create economic uncertainty and geopolitical tensions, why DEI, climate change and employee communications will dominate headlines in the year ahead. All very justified.
But as we step into 2024, there is one trend that cannot be overlooked, authenticity.
Authenticity is a key factor that will cut across multiple industries and requires companies to commit to a level of corporate transparency in a more meaningful way.
From product launches to defining corporate values, major announcements, and crisis communications, being open and honest with customers, journalists, the media, and clients will help to cement credibility and foster a sense of trust. And trust can be a valuable commodity in today’s complicated world.
Authenticity matters
Why is authenticity so important? Having an authentic voice and maintaining transparency in communications will be critical for PR teams and senior managers – including the CEO – as we navigate business disruption and transformation.This involves avoiding exaggerated or false claims, the overuse of unnecessary adjectives and companies should ensure consistency in messaging and branding across all channels of communications. Public relations can play a huge role in this process.
Being human helps to build brand loyalty in a meaningful way. Stand for something, offer a human touch… this will go a long way to building trust with your customer base.
