CEO Absolute PR and convener of the Consumers Value Awards, Akonte Ekine, has identified authenticity as important factor for effective public Relations in 2025.
In an interview with The Guardian in Lagos, he defined authenticity as the quality of being genuine and real, insisting in an age dominated by automated responses and AI-driven interactions, brands must prioritise authenticity to build trust and credibility with stakeholders.
Ekine observed PR thrives on two-way communication, making this the ideal time for brands to foster genuine relationships with their audiences. He noted authenticity reduces risk of crises and shapes communication culture, making it an ethical and strategic priority for 2025.
To achieve this, he suggested brands should: Be transparent, uphold values, foster dialogue and align communications with the organisation’s mission and values.
In addition, he stated, “as we navigate the complexities of a technology-driven world, authenticity would be the defining factor for successful PR in 2025. By embracing transparency, accountability, and meaningful engagement, brands can build trust and foster lasting connections with their audiences. This commitment to authenticity is not only a strategic advantage but also an ethical imperative for the future of communications.”
Speaking further, he noted governments and organisations often struggle with public trust due to perceived inauthenticity, underscoring the importance of honest engagement. Quoting Matias Rodsevich of PR Lab, he stated the human factor remains crucial in communication.
While technology enhances efficiency, he noted this cannot replace the emotional connections that drive meaningful interactions. To this end, he advised brands to strike balance between leveraging technology and maintaining human touch.
Saying machines can facilitate engagement, he added true emotional bonds require transparency, honesty, and accountability. He added the fields of communications, advertising, and public relations have seen remarkable growth in recent years.
Technology, especially artificial intelligence (AI), has revolutionised industries, raising both excitement and concern about its impact on conversations and engagements. Noting the evolution of marketing communications has been heavily influenced by social media platforms and the rise of citizen journalism.
Podcasts, blogs, and user-generated content have democratised information sharing, allowing individuals to shape narratives. However, this empowerment, he explained, comes with challenges, including spread of misinformation and the erosion of traditional gatekeeping.
Advocating meaningful and genuine communication in the digital age, Ekine suggested, “content sharing has become a currency for validation, allowing individuals to establish themselves as informed and authoritative. However, the lack of traditional gatekeepers has led to unintended consequences, including legal issues stemming from shared content. This underscores the need for brands and PR practitioners to navigate this space thoughtfully, respecting cyber laws and prioritizing authenticity.”
