As a general rule, I hate buzzwords. The most recent one I hate is “authentic.” It’s nearly as bad as “organic,” the meaning of which has become distorted beyond repair.
The rise of “authentic” – an “authentic” message, an “authentic” story, and so forth – seems to have come into popular use about the same time as the cries of “Fake media!” have emanated from the White House. I suppose it must reflect a desire to express what is real, to get at the heart of a matter, to write and received messages which are verifiable, real and true. My dictionary defines “authentic” this way:
Authentic: 1. Authoritative; reliable 2. Of undisputed origin; genuine
Synonyms: True, verifiable, real, legitimate, authorized, accredited
One problem is that if you have to keep saying you send out only authentic messages, that you only speak with authenticity, then you begin to sound as inauthentic as they come. It comes under the heading of Shakespeare’s “The lady doth protest too much, me thinks,” in the play Hamlet, which, in our common usage, has come to indicate someone who does not speak with sincerity. In my own way of putting it, you have to turn over every stone – i.e., anytime someone makes continuous, repeated statements about who they are, what they believe or what principles they uphold, turn over that stone and look on the other side. It then no longer surprises you when the man who rants against homosexuals turns out to have a male lover; when the woman who decries abortion has had one herself; when the coach entrusted with inspiring and training children turns out to be abusing them.
If you are going to use the word “authentic” or any of its synonyms, you’d do well to use it in conjunction with research you have done, or something you’ve observed. Portraying yourself as authentic should be unnecessary. Somewhere in your reputation should be an acknowledgement by other people that you are, indeed, an authentic person – someone whose word is verifiable, someone who is real and genuine.
We stress those things a lot in the field of public relations. Many of us in the field have the initials “APR” after our names, which means that we are Accredited in Public Relations. We have had to pass a grueling test as well as an interview by three judges to earn this distinction. It means we are authenticated in our profession; we’re the real deal, we’re not practicing on a fly-by-night basis.
There’s an old saying in PR that can be applied to anyone, anywhere: Never fall for your own publicity. If you do, you risk losing a strong sense of your own reality, your own authenticity. While it’s good to put your best foot forward, it’s unrealistic to believe that’s the whole story. If you want to be authentic, be like the Velveteen Rabbit – let life rub off the rough edges and stay real.
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