In an era of fake news, AI‑generated content, and overworked corporate buzzwords, authenticity matters more than ever. But with everyone now having access to social media and, in effect, the ability to become their own publisher, standing out as truthful, trustworthy, and genuinely human has become increasingly challenging.
Last week, Netflix launched a documentary on the 2000s reality show ‘America’s Next Top Model’, and viewers were shocked and excited to see that the show’s Host and Executive Producer, former supermodel Tyra Banks was among the interviewees.
Aside from the lack of accountability from Banks for the controversial elements of the show, viewers were quick to criticise how inauthentic Tyra seemed, saying she was too polished, too rehearsed and spoke as if she was still hosting a reality tv show.
Ten years ago, this may not have seemed too out of place, but when audiences are so accustomed to direct-to-camera content from everyday creators on platforms like YouTube and TikTok, they are quick to spot behaviour that doesn’t feel entirely genuine. Media literacy has reached another level, with an entire generation growing up not only consuming content, but creating it and feeling completely at ease in front of the camera.
For brands and spokespeople, it’s worth recognising that the voices that resonate with audiences are those who share genuine opinions and experiences, rather than boasting about their accomplishments and dodging difficult questions. And when it comes to crisis situations, audiences want accountability. They want answers – not rehearsed responses and non-apologies.
Media training has never been more important, and it must evolve with the times. The fundamentals still matter: using clear, jargon-free language, maintaining consistent key messages, and knowing when it’s appropriate to pivot away from questions you don’t want to answer to subjects you are more comfortable addressing.
But today, trust is built less through technique alone and more through authenticity. Showing up as your genuine self is what truly connects with audiences and creates credibility that can be of huge value. You can find out more about our media training service here.
