Authenticity and the construct's dimensions in public relations and communication research

Abstract

Purpose -The purpose of this paper is to define the construct authenticity and its dimensions and to propose an index to measure levels of authenticity in organisational messages and actions, as well as perceived authenticity from the stakeholders' perspective. Design/methodology/approach -The paper takes the form of a comprehensive literature review. Findings -The construct authenticity and its dimensions are defined from a multidisciplinary perspective, including literature from advertising, communication studies, marketing, and public relations.Research limitations/implications -Items for an authenticity index are proposed. Such a scale could be used to measure the effectiveness of public relations efforts and techniques and, therefore, the perceived authenticity of organisations, including its actions, operations, product, services, and spokespeople in the mind of stakeholders. Practical implications -The consistency between authentic claims, offerings, and promises and the management philosophy and behaviour of organisations would determine the effectiveness of public relations efforts assessed by measuring the responses, actions, and behaviours of stakeholders. Social implications -The evenness between the genuine nature of organisational offerings and their communication is crucial to overcome the eroding confidence in major social institutions. Authenticity claims must capture the experiences, aspirations, and expectations of the involved segment of society that organisations aim to engage; otherwise, a clash of values may occur. Originality/value -The paper provides ideas for measuring authenticity in organisational messages and actions as a guide to best ethical practices and support for teaching the value of the studied construct.

The transparent communicative organization and new hybrid forms of content

“…The authentic character of an organization supports the effectiveness of PR in terms of public responses and behavior (The Melbourne Mandate, 2012;Molleda, 2010). Stakeholders demand more transparency, openness and responsibility from organizations (Molleda, 2010).…”

“…Stakeholders demand more transparency, openness and responsibility from organizations (Molleda, 2010). As organizations are accountable to stakeholders, stakeholder demands should be met.…”

The Notion of Reputation Risk: A Theoretical Survey

“…They should also focus on creating a desired dialog withstakeholders while communicating transparently and authentically to sustain their corporate reputation (Molleda, 2010). Trust develops slowly over time as trusting someone entails taking a risk by becoming vulnerable to the other or the others.…”

Entre o mim, o outro e o nós: a percepção da autenticidade nas marcas. Identificação, compartilhamento e avaliação

“…Relações Públicas oferece reflexões na gestão da comunicação organizacional de relacionamento MOLLEDA, 2010;BISHOP, 2006).…”

“…Isso, de acordo com DeVELLIS (2003), inviabiliza a validade do que está sendo medido. A proposta de Molleda (2010), também, não se preocupa em descobrir que tipo de comportamento a percepção de autenticidade das organizações imprime aos stakeholders.…”