Relationships evolve, usually in three stages.
You start off on your best behaviour, always wanting to show-off the best version of yourself. Minding your P’s and Q’s. Then, as the relationship grows, you relax and are easier to connect with, showing your real self, learning to speak with your partner, understanding what they like and how to make them happy. Then finally, as you move into genuine intimacy, you really let your true self out. Not closing the bathroom door, barely bothering with matching underwear, squeezing your spots, not hiding your flaws – letting your partner see the true you, warts and all.
And that is how our relationship with audiences has evolved. For the last few years we have been talking about transparency and authenticity in our work. We have been advising our clients to produce content that is credible and real from their brand, talking in an honest and open tone of voice and speaking in a language, and with messages, that their audiences can relate to. Native, transparent, authentic, real communications.
Like all relationships we have now evolved… the emerging phase of our communications relationship is Authenticity 2.0 – unfiltered and flawed.