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Authenticity and the construct's dimensions in public relations and communication research

Authenticity and the construct's dimensions in public relations and communication research Purpose – The purpose of this paper is to define the construct authenticity and its dimensions and to propose an index to measure levels of authenticity in organisational messages and actions, as well as perceived authenticity from the stakeholders' perspective. Design/methodology/approach – The paper takes the form of a comprehensive literature review. Findings – The construct authenticity and its dimensions are defined from a multidisciplinary perspective, including literature from advertising, communication studies, marketing, and public relations. Research limitations/implications – Items for an authenticity index are proposed. Such a scale could be used to measure the effectiveness of public relations efforts and techniques and, therefore, the perceived authenticity of organisations, including its actions, operations, product, services, and spokespeople in the mind of stakeholders. Practical implications – The consistency between authentic claims, offerings, and promises and the management philosophy and behaviour of organisations would determine the effectiveness of public relations efforts assessed by measuring the responses, actions, and behaviours of stakeholders. Social implications – The evenness between the genuine nature of organisational offerings and their communication is crucial to overcome the eroding confidence in major social institutions. Authenticity claims must capture the experiences, aspirations, and expectations of the involved segment of society that organisations aim to engage; otherwise, a clash of values may occur. Originality/value – The paper provides ideas for measuring authenticity in organisational messages and actions as a guide to best ethical practices and support for teaching the value of the studied construct. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Authenticity and the construct's dimensions in public relations and communication research

Journal of Communication Management , Volume 14 (3): 14 – Aug 3, 2010

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1363-254X
DOI
10.1108/13632541011064508
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to define the construct authenticity and its dimensions and to propose an index to measure levels of authenticity in organisational messages and actions, as well as perceived authenticity from the stakeholders' perspective. Design/methodology/approach – The paper takes the form of a comprehensive literature review. Findings – The construct authenticity and its dimensions are defined from a multidisciplinary perspective, including literature from advertising, communication studies, marketing, and public relations. Research limitations/implications – Items for an authenticity index are proposed. Such a scale could be used to measure the effectiveness of public relations efforts and techniques and, therefore, the perceived authenticity of organisations, including its actions, operations, product, services, and spokespeople in the mind of stakeholders. Practical implications – The consistency between authentic claims, offerings, and promises and the management philosophy and behaviour of organisations would determine the effectiveness of public relations efforts assessed by measuring the responses, actions, and behaviours of stakeholders. Social implications – The evenness between the genuine nature of organisational offerings and their communication is crucial to overcome the eroding confidence in major social institutions. Authenticity claims must capture the experiences, aspirations, and expectations of the involved segment of society that organisations aim to engage; otherwise, a clash of values may occur. Originality/value – The paper provides ideas for measuring authenticity in organisational messages and actions as a guide to best ethical practices and support for teaching the value of the studied construct.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Aug 3, 2010

Keywords: Public relations; Communications; Research

References