Bots are everywhere. Celebrities are plastic. Photos are fake. The news is biased. It’s no surprise that authenticity is such a buzzword. We all want something real, yet reality is in short supply, it seems. When I started in PR two decades ago, I worked for people, plain and simple. Now, everyone talks about “building your brand”. What’s more, while traditional PR was all about getting coverage, today we increasingly rely on content creation to get “out there.”

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Obviously, when putting on a public face, it’s important to make sure it’s yours, and an accurate reflection of your values ​​and goals. However, authenticity is much more than just an all-encompassing discussion. On one hand, there will always be a huge distance between any “real” person and what they project on social media. The cynics will say that authenticity is hypocritical at best.

But it’s not a productive way of looking at things. In fact, when leveraged properly, creating an authentic online reflection of yourself in messaging is an important roadmap. Ideally, a public presence should develop credibility and be preserved across all platforms for consistency. This reconciliation is important in a time of both dominant culture and fake news.


Even if you’re not hiring a PR exercise to help you manage your online presence (or your “brand”), who you are, what you think, and your What interests you and why can help you stand out from the crowd.

Here are a few tips:

1. Write it Yourself

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There is no better way to tell the world who you are better than by writing your own content. Each of us has our own distinct voice, and this is quite evident when public figures have bot reblogging posts populating their social media channels or interns as opposed to doing it themselves. Of course, getting help from someone who knows your voice deeply is always beneficial, but even with my own PR firm, we idealize a 20/80 content ratio on Twitter, with most of the content coming directly from our clients. comes from.

2. Post Often

If you’re constantly posting on channels, people will have a better idea of ​​who you are. It should be a diverse mix of your passions and interests along with your personal achievements. It’s great to tell people what successes you’ve had, but no one wants to follow an account that reads like a resume. Share things of your interest and interest to let people see a complete version of you, not just your CV. In today’s world, people want personality in their business leaders, which they can only see if you let them.

3. Engagement

Authenticity comes from a sense of connection, which is challenging to make in a virtual world – let alone in a global pandemic, where personal networking is still potentially dangerous to one’s health. One way to “reach out and touch someone” via the Internet is through tagging. When sharing content you find interesting, be sure to credit and tag those who wrote or created it. This will not only develop virtual relationships, but will also pop up for like-minded people who are drawn to the same content.

4. Maintain a consistent but unique identity across platforms

Different social media platforms allow you to highlight different aspects of your identity, so you should take advantage of the nuances between them. Use your Instagram to share playful, personal scenes; Keep your LinkedIn strictly for business; And share your perspective while connecting with others on Twitter.

5. Tell us what’s on your Metaphorical Nightstand

What’s in your Netflix queue? What are you binge watching? What’s on your latest playlist? Any book you can’t put down? Post about them. Posting about the media you consume for pleasure gives you a more complete picture of how your brain works and what interests you. Plus, it can help you build community as your followers share their own media consumption, and it also gives you an excuse to tag and potentially engage with those writers, musicians, actors, and artists. are the ones you like.

6. Give a Unique Take on Trending Topics

Anyone can post news, but only You can give Yours point of view. Don’t just rewrite a title. Instead, tell your reader why it matters to you and what you think about the issue. Better yet, help anyone reading your post get active: If it’s relevant, take a moment to find a charity that supports causes that are close to your heart — and titled are affected.

7. Stay away from phlegm

A social media presence that is very sophisticated smells of authenticity. To bring a sense of spontaneity, it’s okay to joke around or post a funny, personal photo. Of course – and I can’t downplay it – be prudent: Make sure your jokes are in good taste. And never post in effect when you have a bad judgment. There’s such a thing as too much truth – you don’t want your PR efforts needing reputation repair to end.

Happy posting!