Authenticity: The “new” face of corporate storytelling

I thought we were already beyond this discussion, but seeing it continue to trend as a topic (and knowing it happens from past experiences), I’ve decided to also make a case and point here. Not because it’s a “new” thing, but because it seems that many organizations have not yet landed on this critical bit of information.

It’s a fact, nearly every communications expert has been faced with the pressure to make press releases sound like they had been drafted by a team of lawyers, oversteered by management and polished to perfection by an agency. 

And too many are still clinging to that old formula: screen every sentence, round every edge and expect engagement to follow. Then they wonder why their messages fall flat.

I’ve always pushed back against the instinct to over-polish press releases, unless they’re dealing with certain sensitive or potentially litigious topics (and even then…). Turning a message into something so shiny it blinds the reader is, in my view, counterproductive. And I wasn’t alone: many fellow communications professionals felt (and still feel) the same.

And just to be clear: authenticity is not about going off-script, it’s about how you deliver your story. It’s about tone, context, and intention.

Communicators are trained to read the room, track sentiment and anticipate how messages will land. They see how audience expectations have evolved and continue to evolve and they know that the shift toward authenticity isn’t new, but it’s more urgent than ever.

Generational shift

Everyone appreciates authenticity, but especially Gen Z, and to a large extent millennials, are driving a different expectation around how organisations communicate. They’re more open about how they feel, more vocal about what they believe in and they expect the same from the brands they engage with. They can sniff out spin in seconds. They don’t want polish, they want real. Real voices. Real stories. Real values.

In today’s hyperconnected world, audiences aren’t just tuning out the scripted, corporate-speak they’re actively rejecting it. 

Why authenticity wins

1. Trust is earned through vulnerability.

In the wake of global crises, corporate scandals and rising misinformation, trust is the currency that matters most. Brands that show humility, admit missteps and speak with a human voice resonate more deeply. 

2. Audiences are smarter than ever.

Your stakeholders know when they’re being sold to. They’ve developed an internal ‘BS detector’ that immediately flags canned statements or overly produced content. When a message sounds too perfect, it creates distance not connection.

3. Social media thrives on realness.

In an era of behind-the-scenes videos, employee takeovers, lo-fi livestreams and unscripted interviews, social media has redefined what ‘engaging’ means. Raw, first-person stories from staff, customers or leaders often outperform corporate videos that took weeks to produce.

4. Internal audiences expect transparency.

The call for authenticity isn’t just external. Employees want the truth, not spin. Internal communications are increasingly viewed as a cornerstone of brand trust, culture and advocacy. A company that tells it like it is will win loyalty from within.

From broadcast to conversation

Authentic storytelling shifts the role of PR from a megaphone to a dialogue.

It means:

• Replacing statements with stories.

• Swapping control for conversation.

• Choosing real people over perfect spokespeople.

  
  

Whether it’s a behind-the-scenes blog post, a frank executive podcast or letting frontline staff speak in their own voice, authenticity invites audiences to feel like they’re being spoken with, not towards.

Authenticity is not amateurism

Being authentic doesn’t mean being sloppy. It means being intentional about what you share, and how. A brand’s tone still matters. So does clarity, consistency, and context. But the bar has shifted: we no longer expect companies to be perfect. We expect them to be honest, responsive and human.

Overcoming the challenge in your organization

I know for a fact that many PR people face this challenge, they fight every day to convince leadership, accept to send out mediocre materials that just won't cut it and get frustrated at poor impact.

The solution? Like all change, it takes time because it requires leaders to come out of their comfort zone. Handing over control to specialists is a tough ask for many. The ultimate aim is to gain their trust and you build that bit by bit.

Some tips

If you want to see change, you are driving the change. Don’t expect things to fall into place by chance. Here are some tips that have supported my success on this front:

1. Track and report! The baseline for any change is showcasing that the current approach does not work or that it can have a much larger impact.

2. Don’t be afraid to advise, comment and provide feedback - that’s your job. Being vocal is in part what they hire you for - you are the expert.

3. Use their language - you are helping achieve success, driving change for growth and so forth. Comms people are wizards with messaging and tone - apply the same principles.

4. Be patient, be persistent, be smart. PR people build towards their messages, it's the same here. Trust is not built in one day, it’s earned.

   
   

In an age of AI-generated content and information overload, authenticity is your competitive edge. Tell your story like a person, not a press release. Your audience will thank you for it.

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About the author

Frederique Depraetere is a native English and Dutch speaker with a UK/US education and background. He is a seasoned global marketing leader with over 20 years of experience driving growth across technology, SaaS and innovation sectors. As a fractional CMO/CCO, he supports startups, scale-ups and biotech companies as well as established companies, advocacy groups and NGOs in shaping strategy, building brands and accelerating results. His international expertise spans fast-moving markets and high-stakes communications, helping ambitious teams turn ideas into impact.