Examining public relations practitioners’ perceptions of authentic organizational social responsibility and advocacy communication

Abstract

The purpose of the present study was to examine how practitioners understood and sought to enact authentic social responsibility and advocacy communication for their organizations and clients. Although the importance of authentic practices has been widely discussed, much of the research has focused on the external publics’ perceived authenticity of such practices. However, seeking internal perspectives on how practitioners understand authentic communication is critical, as it is the foundation for real authentic communication as well as for perceived authenticity by those outside of an organization. Based on interviews with 20 practitioners, we developed key themes that largely align with the central elements of perceived authenticity: authentic communication involves aligning messages with organizational values, being accountable and taking action on commitments, and transparently communicating the outcomes of initiatives, whether positive or negative. We also suggest these components are interconnected, and thus we offer the cycle of authenticity as a framework to guide practitioners and support organizations as they develop authenticity on the issues that matter to them over time.