Author: Marina Coelho

A NEW WAY TO COMMUNICATE

In only 10 years time, we have changed the way we communicate. In the past, a brand introducing itself to the world would have been encouraged to shout out lout that it was the best; be arrogant and cocky in order to succeed. Nowadays, the audience responds more positively to a brand that is willing to take the risk of being vulnerable and authentic.

Social media has played a key role in this evolution. Brands are more likely to use these platforms to show their imperfections and the audience loves it. No longer is the time of perfection, the consumer wants a real and a relatable message. Authenticity has become an important fact to consider in order to remain competitive.

But what does it really mean to being authentic? Well, it means being honest, transparent, communicating integrity. These are keywords that will ultimately guide you to consumers’ appreciation.

How do you create it? Well, we don’t actually. Authenticity already exists within each organization, among its history, its  mission, its core values, among the reality, the struggle and the truth that drives the company on a daily basis. We, as PRs, must take these messages; put them on paper, on video; and translate them into a story that will resonate among the targeted consumers.

MILLENIALS

Millenials are the key to this new way of communicating. it’s been proven that this group does not relate to the shopping trends that used to rule older generations. They are non-responsive to traditional advertising and marketing techniques. They are not looking for the “best” brand, they are looking for the brand that will relate to them the most, that engages with them but most importantly that will bring a solution to their problem.

THREE TIPS

There are 3 ways, we believe authenticity can be achieved:

1. Show who you are by actions, not just your story.  Show your consumers what you are doing on a daily basis that makes your company thrive.
2. Don’t patronize your audience. Engage them in a two-way conversation about your mission, your story. Videos, events and social media are a few great tools to use in this case.
3. Be yourself. Show what your brand is truly about. You don’t need artifices to shine. Be your true self and your audience will humanize your brand, and create an instant connection.

By using authenticity in your communication plan, you are humanizing your brand and building a relationship with an audience based on honesty, integrity, love and truth which audiences respond to with genuine human emotions and feedback.