Authenticity and Public Relations
By Hamzia Bawa-Zeba, Class of Spring 21
I recently completed an eight month crash course in corporate communications. I say crash course because it felt like information overload. The level and intensity of the information thrown at my classmates and I throughout our post-graduate program was one I was not ready for. Nonetheless, here I am at the end, reflecting on the learnings that really stuck out to me.
One of our first assignments was to write a reflection on trust. It holds a much more important position that I initially thought, especially in an industry that has been plagued with over-generalizations and overall lack of understanding from people about what it’s all about. Trust is foundational in public relations, as it is key to building and maintaining relationships.
PR has been painted black for a long time and that can be attributed to its tainted history. This is not thanks to those in positions of power failing to act in accordance with moral and/or ethical standards, getting caught engaging in damaging behaviour, and as a result, using image repair tactics to save face. The negative narratives have become the acceptable norm.
Prior to joining this program, I had somewhat of the same mindset about the profession. However, I now understand how vast the PR industry is and how impactful a corporate communicator can be when being intentional about the messaging being shared.
This intentionality is best exemplified by Argyle PR President and CEO Daniel Tisch. Tisch doesn’t miss an opportunity to reflect and share on industry changes and core principles communicators should uphold. At the end of 2020, he wrote an article highlighting six communication trends to watch for in 2021.
One of the trends highlighted was about companies boldly addressing the societal issues that some would prefer businesses wouldn’t engage with. Over the last couple of years, however, companies have seen that staying silent on social issues can actually harm the bottom line, instead of protect it as was the case in the years past.
Companies are seeing that there is a need to add value to society beyond their product. As a consumer, I know how incorrect wording or certain stances on a controversial topics affects my desire to support a business. Communicators are just as, if not even more, aware.
In the height of the social unrest in the summer of 2020, some companies’ statements of solidarity came across as genuine while others were called out for being performative, like Fashion Nova.
One company that passed the authenticity test was Ben and Jerry’s. Ben and Jerry’s progressive nature isn’t a new development, but they have ramped things up within the last three years. In a 2018 interview, CEO Matthew McCarthy said activism was “in the DNA of Ben & Jerry’s” as he planned to increase the company’s efforts against systemic racism and environmental and social injustice.
Being a change maker can be intimidating. Influencing change requires the boldness to stand up for what you believe is the right and necessary step, but it also requires good communication to get buy-in from those that would be affected by the change. This is difficult when trust hasn’t been established amongst the team and with the public. In the case of Ben and Jerry’s, there was a proven track record of supporting issues that other businesses would turn a blind eye to. Their progressiveness was no surprising.
Communications professionals hold powerful positions. Not only do we work closely with company executives, but we are also responsible for crafting messages in a way that it would be positively received. It is our responsibility to know our audience and point out any unconscious bias or inappropriate practices.
As I progress in my career, I will be looking for organizations that have a reputation of backing environmental and social issues, or have demonstrated the ability and desire to pivot. As a junior communicator, I will endeavour to earn the trust of my colleagues and supervisors and play my part to ensure the trust of my employer remains intact for stakeholders. As a global citizen, I will champion the causes of the marginalized and disadvantaged, standing up to old company culture and challenging practices, even if it makes me uncomfortable. I will be gracious to those who need it, desiring the same.
The acknowledgement of being a global citizen is key because as a communicator, you can engage with stakeholders from all over the world, or from diverse backgrounds. Having the mindset of being a member of humanity (versus a particular country), will be beneficial in cross-cultural communications, which can get tricky. By treating everyone like your neighbour, you build respect which will only strengthen that relationship.
The PR industry is in the process of repairing its image. This is made difficult every time an organization or individual uses PR professionals to manipulate the truth for their benefit (the bad apples syndrome). Thanks to the CCPR program, I understand the significance and impact of efficient, clear and thoughtful communication practices. I pray when I look back on my career in a couple of years, I can read this piece and say that I have embodied and fulfilled what was laid out here, while increasing in wisdom, creativity and empathy.
