The word du jour in the PR industry these days seems to be "authentic." We are told that our mission, in part, is to help clients find their "authentic" voice; that companies need to behave in an "authentic" manner to win and retain customers; that executives should embrace "authentic" forms of communication like blogs and podcasts.
Just because the phrase is overused, however, and sometimes lacks meaning, doesn't mean the sentiment is misplaced. In fact, quite the opposite: transparent and ...