September 2024
It’s been a long, hot summer in the issues management world, from concert cancellations, to global computer outages that grounded planes, crippled hospitals and left even those in charge struggling for answers. Ingrained in all the hot takes was hotter debate about the need for authenticity or transparency as companies fight to save their reputation.
Through all that noise, I was left contemplating the words of the great philosopher, Inigo Montoya, “You keep using that word. I do not think it means what you think it means.”
“Transparency” and “Authenticity” are similar, but not the same. Kind of like the difference Miracle Max in The Princess Bride defines between “dead” and “mostly dead.” There is a conjunction and in the middle of a reputational issue, you really shouldn’t have one without the other. Let me put it this way: In a crisis, the reputation of the most authentic brand will suffer if it isn’t transparent. And transparency without authenticity comes across as insincere, which can exacerbate problems.
Both transparency and authenticity require one essential component: speaking human. When a crisis or issue hits, for some reason, communicators often default to language so florid it seems to have been crafted with quill and parchment. Add in layers of legal review, business buzz words and “We’ve encountered technical difficulties,” becomes as incongruous as “We encountered an unexpected unicorn stampede.”
Being transparent requires clarity. Explain the issue like you’re talking to a friend (preferably not in text-ese). Not only is it easier to write, but it will make whatever needs to be said more real. Or, you know, authentic. It’s like Wesley telling Buttercup, ‘As you wish’—simple, clear, and unmistakably sincere.
And be wary of the AI rabbit hole. AI can provide frameworks and key points, but it should not be your default. It can be stiff and the complete opposite of real. “Artificial” is more than just a name.
You can’t just “appear” to be transparent, just as you can’t appear to be authentic. You’re either real or not. Neither means anything without sincerity. And, yes, sometimes being sincere can hurt, or as Miracle Max put it,
“Thank you so much for bringing up such a painful subject. While you’re at it, why don’t you give me a nice paper cut and pour lemon juice on it?”
That stings. And no one enjoys talking about mistakes, glitches, or that, like Vizzini, they were just (in his case, literally) dead wrong. But that is the art of Sincerity, because it must be real and come from empathy. Sincerity requires consistency between words and actions. In fact, all of this is deeply interconnected.
I wish becoming authentic or proficient at transparency were as easy as reading this blog. That would be incredibly efficient (not to mention, I’d likely be rich!), but alas, it takes hard work. That’s where Jackson Spalding can help. Our Brand Strategy Team can show you how creating authenticity is about building a brand’s muscle memory, to where “being authentic” becomes an unconscious act, like breathing.
When facing an issue or potential crisis, our Reputation and Issues Management team has deep experience in communicating during adversity. The team helps craft clear, compelling strategies and messaging that stays true to a client’s core values. If you are seeking partnership to craft your value-driven messaging, don’t hesitate to reach out.
In the end, transparency and authenticity aren’t just about doing the right thing; they’re about building trust. When your employees, customers, and partners feel like they’re getting the real story – and that you mean it – they’re more likely to stick around, even when things go sideways. The alternative is “inconceivable.” Have fun storming the castle!
