Why Authenticity Matters

June 1, 2016


Some of you might remember being back in school and calling the librarian for help researching a topic. We hear it was rough. Millennials grew up with information at their fingertips (not to mention television remote controls).

Nowadays, there is access to news from all over the globe and from every viewpoint available at the touch of a button. People are free to say whatever they want, whenever they want. More important, information shared so freely can also be quickly verified. Is it truthful? Genuine? Authentic? Confirmation — or contradiction — is only a few keystrokes away.

This change in how and the speed at which information is shared means that organizations can’t afford to be disingenuous in any way. Communicating authentically is a critical component of a successful business equation.

All communications — external and internal — flow through several generations, and the need to be completely authentic in both action and word is imperative to each group, albeit for different reasons. Generational differences have been shaped by parental influence, technology and seminal events occurring in the listener’s or observer’s lifetime.

As a result, each cohort views the world and all communications through its own filters. We’ve outlined the three generations that form the workforce and consumer base, and why being genuine is important to each:

MyPRSA Login

Please log in to MyPRSA to read this article, as well as to view and leave comments.

New to PRSA?

Learn more about PRSA membership, and join a professional network you can count on.

Digital Edition