About this article

Read time:

4 minutes

Category:

Guides and advice, Opinion, PR in the press, Sector knowledge

Brand authenticity and natural storytelling

Today’s digital transparency and connectivity means there’s nowhere for brands to hide. When it comes to negative situations brands have trouble preventing them becoming public interest. The chance that a secret or any kind of news staying within a company is becoming smaller and smaller due to constant connectivity with social media. As seen in multiple cases of crisis communication where companies try to hide problematic topics despite after a while appearing in the public domain anyway. Brands must work even harder to create and implement an authentic image to avoid these situations.

After years of self-education and bad experiences users as well as consumers have developed a healthy dose of scepticism; especially when it comes to branded commercial stories and overpromises. Many businesses start their brand building processes and communication with an ‘authentic’ approach. Authenticity helps fuel success in today’s over-traded markets, as consumers search for greater meaning and sincerity from the brands they choose, with a desire to feel safe, certain and unambiguous. After delivering a strong and respectful service or product clients will consider you as a real authentic brand.

If this teaches us anything it’s to keep it real, or as at Skout we like to call it Natural Storytelling. As a B2B PR agency we encourage our clients to use real authentic stories, rather than attempting to pull off a crazy PR stunt. Understanding the kind of communication that really matters and engages to today’s audience is key as well as creating a brand image that’s built on trust and reliability.

Frieda Pries loves blogging in at least two languages.

About this article

Read time:

4 minutes

Category:

Guides and advice, Opinion, PR in the press, Sector knowledge

B2B thought leadership PR – everything you need to know

Meet Skout’s new owners!

Browse more blog posts

Posted on
byRob Skinner
In B2B PR, thought leadership is one of those concepts that gets spoken about all the time. But do you actually know what thought leadership is? And do you have the right tools and skills in place to make it work effectively for you? In this post we aim to clarify what B2B thought leadership can do and help you gain greater benefit from it.
Posted on
bySkout team
If you haven’t heard by now, Skout is under new ownership! No, we haven’t been bought out – in fact it’s quite the opposite. As of last week, Skout officially became an employee-owned business. This was achieved by the founding shareholders, Rob and Claire, signing 100% ownership over to a newly established Employee Ownership Trust acting on behalf of the...
Posted on
byClaire Lamb
A few weeks ago, the entire Skout team visited the beautiful and historic city of Palma, Majorca for our annual kick off event. It’s been a long time in the planning (pre-pandemic to be precise) and the first time we’ve been abroad for a kick off to the new financial year. We’ve always found kick off meetings a great way...
Posted on
byHonor Williamson
TikTok is increasingly being used as a platform for B2B companies to implement their marketing strategy, aiding in brand exposure, lead generation and profile building. But, where does paid TikTok advertising come into play? Is it an effective tool to engage with B2B audiences, or is the ROI just not worth it?  If you’re the least bit social media savvy,...
Posted on
byClaire James
In May I was fortunate to be able to attend the recent UK Construction Week at Excel in London and see the strides forward an industry, that has become recognised as one of the biggest contributors to carbon emissions, is making in tackling the thorny issue of achieving Net Zero. In his keynote on day one, Lord Callanan, Under Secretary...
Posted on
byJames Weaver
In the world of B2B marketing, it is essential that you have a solid B2B marketing strategy in place to effectively connect with your target audience.
Posted on
byHonor Williamson
Why was PR your chosen career?  PR is all about storytelling, with so much opportunity for creativity and content creation. Since I’ve always loved writing and always had a big imagination, I thought that PR would be the ideal career to channel my creativity. I’m all about communication, and PR really allows you to foster meaningful relationships. I’m already learning...
Posted on
byJack Doyle
As a smaller business, it can be hard to know where to start when it comes to sustainability. Sure, we all do our best to use the right recycling bin at home, and bring our re-usable coffee cups to work. But with serious pressures now mounting from the government – which pledged to reach net-zero carbon emissions by 2050 –...
Posted on
byLee Simpson
Another week, another round of mass layoffs in the tech sector. With Amazon (AWS) and Meta cutting thousands of jobs, and further layoffs at Salesforce and of course Twitter, it has felt a bit like the tech world has been imploding of late. This is of course concerning for us working in B2B tech PR, but more importantly for the...
Posted on
byJack Doyle
2023 is off to a strong start here at Skout.  Our business has continued to grow with the addition of some exciting new clients. With new clients, has come new hires, who we’ve also been excited to welcome on board the team. And if our recent win for Best Marketing and PR Consultancy at the PR Brilliance Awards is anything...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.