Although this blog is called “making connections,” this time I’m working on a disconnect. What prompts this is a short video by Martin Lindstrom from Advertising Age (http://adage.com/brightcove/lineup.php?lineup=1182767334) in which Lindstrom talks about the “Authenticity Trend” in advertising. Lindstrom highlights the current popularity of ads faking the real — in this case by adding bleeps as if swear words were edited out of a “real” moment. (In short, faking “reality.”)
That’s something we in PR can’t afford to do. Scott McClellan, former White House spokesperson wrote a recent book on deception and faking reality. (You’ll find lots written on McClellan’s book, What Happened, Inside the Bush White House and Washington’s Culture of Deception, through a simple search – there are way too many links to list here.) Why can’t we in PR afford to fake reality? PR’s role is representing the organization, being the explainer, the credible source of information, the relationship-building interface between the organization and its stakeholders. And relationships are built on openness and trust.
Another reason what Linstrom had to say interested me was his saying that “real real is the best.” (It’s better than fake real… are you beginning to feel you are in some surreal space?). Well, in light of “real real” being the best — and McClellan’s apology and regret for his part in deceiving the media and us citizens — I am again encouraged that the Principles of Authentic Communication are the right rules for effective communication in today’s world which is hungry for true authenticity.
