4 Tips To Ensure Authentic Communications: Build Trust and Improve Transparency

In our recent industry report, 57% of corporate communicators said authenticity and transparency are the biggest reasons why people trust a brand.

To create authentic storytelling and build trust, you must go beyond just polished messaging — you need to align your values, actions and communications.  

In this short blog, we share 4 ways you can create the strong connections your audiences are craving. Keep reading to learn more! 

1. Start with Stories That Are Uniquely Yours

We all have stories no one else can tell – because they’re uniquely ours.  

These are the stories that showcase who you are, what you stand for and why people should connect with you. For example: 

• Your origin story: Why did your business start? Maybe it was born out of frustration with the lack of eco-friendly products in your industry, like how a small skincare brand started because the founder couldn’t find chemical-free options for her child’s sensitive skin. 

• Customer moments: Think about real-life moments that made you pause and feel proud. Did a customer write to you saying your service helped them during a tough time? Share that! People love hearing how your work impacts others. 

These are the stories only you can tell, and they make your audience feel like they’re part of your journey. 

2. Illustrate, Don't Just State: Bring Your Story To Life

We’ve all heard the phrase “a picture is worth a thousand words.” And in the world of corporate communications, that couldn’t be more true. 

While words can inspire and inform, visuals bring stories to life in a way that words can’t. When you pair strong visuals with your messages, your audiences are more likely to engage with you and remember a story they can see.  

A video of a customer sharing how your product changed their life? That's more powerful than a paragraph of text.

For example: In your press releases, using Media Snippets (check out this example) can be a game-changer.  

3. It's OK To Show the Good and Bad

Take this example for instance. 

Southwest Airlines faced a severe crisis in December 2022 when it cancelled over half its flights due to severe weather and outdated processes. 

During this challenging time, Southwest openly communicated with customers through all channels. They shared the full story - both the difficulties and their responses. By apologizing and explaining their actions to fix the situation, Southwest leaned into the trust it had built up over time. 

Linda Rutherford, Chief Administration Officer at Southwest Airlines who oversees communications, recalled, “We used all our channels to tell our story and explain what happened - the good, the bad and the ugly. The authenticity and transparency we had built up in those channels and showed again during the crisis is why people come back to our owned channels for information.”