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Airlines faced a severe crisis in December 2022 when it cancelled over half its flights due to severe weather and outdated processes.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

4. Refine Your Message To Improve Impact

Having a great idea is just the start.  

To make your stories truly resonate, you need to refine your messages. Think of this step as polishing a gem – you’re taking something valuable and making it shine for your audience. 

Questions to Ask Yourself 

As you craft your story, take a step back and evaluate it: 

• Does this feel authentic? Authenticity is non-negotiable. People can tell when a story is forced or overly polished. Be honest and let your brand’s personality come through.  

• Is it easy to understand? Avoid complicated language or industry jargon that might alienate your audience. The goal is to make your story accessible to everyone, whether they’re a customer, a journalist, or a potential partner.  

• Does it connect to your audience’s emotions and needs? People respond to stories that touch on their feelings and challenges. Frame your message around what matters most to them.  

Tips for Refining Your Messaging 

1. Simplify, simplify, simplify - Get to the heart of your story without overloading it with unnecessary details. Think about the one main idea you want people to take away and focus on that.
   
   
2. Sound like a human - Write how you speak. It’s okay to be conversational! A message like, “We’re so excited to share this with you – it’s something we’ve been working on for months and we think you’ll love it,” feels far more relatable than, “We are pleased to announce the culmination of months of development.” 
   
   
3. Use media monitoring and social listening to understand message impact – Monitor global news and social media sources to better understand audience sentiment and key message pull through. 

Prioritize Authentic Communications in 2025

With AI-generated content flooding our feeds and misinformation everywhere, we’re all craving what’s truly real. 

People are smart. They can smell (you know what) from a mile away. If your message feels forced or fake, you’ll lose them faster than you can say “synergy.”  

It’s time to ditch corporate-speak and get real. Share your behind-the-scenes moments, admit when you mess up and show your audience the humans behind the brand. 

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