reaction paper
In Authenticity and dimensions in PR, the author introduced and explained the relevance of the construct authenticity for the study and practice of public relations, which is noteworthy because of the increasing demand of transparency, openness and responsibility nowadays among stakeholders. And generally the larger the company is, the higher the expectations are. In this way, transnational corporations are faced with more pressures and higher standards, thus authenticity becomes a major concern for international public relations practitioners.
As the author stated, public relations practitioners are the storytellers, encoders, and interpreters of meaning, the media we produce and the audiences we engage are at the core of the construct of authenticity. Further, the definitions of perceived authenticity from different perspectives, such as mess cultural production, advertising, and marketing, were given. Based on my personal understanding, consumer relations can be applied to guide the study of authenticity as well. In this ever-changing market, it is not only the encoders talk, the decoders matter as an equal. One of the main objectives to maintain consumer relations is to build brand loyalty. What an organization claims or promises will be evaluated by its consumers and other stakeholders, meanwhile, the perceptions of authenticity are formed. Some techniques are widely used to build a brand, such as “creating a sincere story (Beverland, 2005)”, which are often presented as videos. However, I believe the “fake blog” crisis of Wal-Mart is still one of the most talked-about cases when it comes to being careful with the story you present to your public. Being creative is one thing, being dishonest is never allowed, which would easily label a company with “unauthentic”, a long-lasting stain in a corporate’s history.
In addition to communicating openly with your stakeholders, communicating authenticity to your audiences are of equal importance. According to
As the author stated, public relations practitioners are the storytellers, encoders, and interpreters of meaning, the media we produce and the audiences we engage are at the core of the construct of authenticity. Further, the definitions of perceived authenticity from different perspectives, such as mess cultural production, advertising, and marketing, were given. Based on my personal understanding, consumer relations can be applied to guide the study of authenticity as well. In this ever-changing market, it is not only the encoders talk, the decoders matter as an equal. One of the main objectives to maintain consumer relations is to build brand loyalty. What an organization claims or promises will be evaluated by its consumers and other stakeholders, meanwhile, the perceptions of authenticity are formed. Some techniques are widely used to build a brand, such as “creating a sincere story (Beverland, 2005)”, which are often presented as videos. However, I believe the “fake blog” crisis of Wal-Mart is still one of the most talked-about cases when it comes to being careful with the story you present to your public. Being creative is one thing, being dishonest is never allowed, which would easily label a company with “unauthentic”, a long-lasting stain in a corporate’s history.
In addition to communicating openly with your stakeholders, communicating authenticity to your audiences are of equal importance. According to