The fields of communications, advertising, and public relations have witnessed remarkable growth in recent years. Technology, especially Artificial Intelligence (AI), has revolutionised industries, raising both excitement and concern about its impact on conversations and engagements. As we navigate this evolving landscape, authenticity is emerging as a critical pillar for success in public relations.
*The challenge of fake content*
In recent years, phrases like “alternative facts” and “fake news” have entered the global lexicon. We now face the proliferation of manipulated content, including hyper-realistic fake videos created, using AI — a phenomenon that blurs the lines between reality and fabrication. Events such as the United States’ recent elections and various local incidents demonstrate how disinformation can influence public perception.
AI-driven validation systems, while beneficial, further complicate the landscape. Machines increasingly mediate human access to systems, creating a paradox: while technology enhances efficiency, it also raises concerns about authenticity and trust.
*Technology and marketing communications*
The evolution of marketing communications has been heavily influenced by social media platforms and the rise of citizen journalism. Podcasts, blogs, and user-generated content have democratised information sharing, allowing individuals to shape narratives. However, this empowerment comes with challenges, including the spread of misinformation and the erosion of traditional gatekeeping.
In Nigeria, the statistics are striking. According to a BusinessDay report, over 40 million Nigerians spend more than six hours daily on social media. A 2021 study revealed that younger generations average 10 hours and 13 minutes of screen time per day. These digital natives are the primary target for brand messaging, yet their consumption habits demand authenticity to cut through the noise.
*The rise of screens and divided attention*
Our addiction to screens has reshaped social interactions. It’s common to see people gathered socially but engrossed in their individual devices, prioritising virtual engagement over physical presence. This phenomenon underscores the importance of meaningful and genuine communication in the digital age.
Content sharing has become a currency for validation, allowing individuals to establish themselves as informed and authoritative. However, the lack of traditional gatekeepers has led to unintended consequences, including legal issues stemming from shared content. This underscores the need for brands and PR practitioners to navigate this space thoughtfully, respecting cyber laws and prioritising authenticity.
*Authenticity: A key strategy for 2025*
In 2025, authenticity will be a cornerstone of effective PR. As Matias Rodsevich of PR Lab noted, the human factor remains crucial in communication. While technology enhances efficiency, it cannot replace the emotional connections that drive meaningful interactions. PR thrives on two-way communication, making this the ideal time for brands to foster genuine relationships with their audiences.
Brands must strike a balance between leveraging technology and maintaining a human touch. Machines can facilitate engagement, but true emotional bonds require transparency, honesty, and accountability. For example, recent social media controversies, such as posts by influencers like Very Dark Man about Bobrisky, highlight the potential for unintended consequences and the importance of context in reputation management.
*Building trust through authenticity*
Authenticity is defined by the Oxford Dictionary as “the quality of being genuine and real”. In an age dominated by automated responses and AI-driven interactions, brands must prioritise authenticity to build trust and credibility with stakeholders. Governments and organisations often struggle with public trust due to perceived inauthenticity, underscoring the importance of honest engagement.
Authenticity reduces the risk of crises and shapes communication culture, making it an ethical and strategic priority for 2025. To achieve this, brands should:
Be transparent: Share information openly and honestly
Uphold values: Align communications with the organisation’s mission and values
Foster dialogue: Engage stakeholders in fair and balanced conversations
*Conclusion*
As we navigate the complexities of a technology-driven world, authenticity will be the defining factor for successful PR in 2025. By embracing transparency, accountability, and meaningful engagement, brands can build trust and foster lasting connections with their audiences. This commitment to authenticity is not only a strategic advantage but also an ethical imperative for the future of communications.
*Ekine is CEO of Absolute PR and Convener of the Consumers Value Awards*
