A story is one of the most common ways humans connect, hence its popularity among PR pros.

By Savanna Frimoth


You’ll often hear that public relations is an industry built on relationships.

This is true, and one of many elements that goes hand in hand with healthy relationships is authenticity. The word authenticity itself can bring to mind half-baked attempts to be genuine with audiences, without actually cracking the veneer of curated social media posts (#blessed) and glossy corporate stories sans reference to typical 80-hour workweeks required of employees.

Because of this, consumers are left feeling dubious and duped.

Instead of connecting to the brand or business, they are left wondering if what they’re observing is real—and oftentimes it’s not.