I blogged right after the first of the year suggesting that 2007 might be the year of authenticity. Then I read the January issue of PR Tactics from PRSA. Editor John Elsasser (who kindly has published several articles I penned) quoted several speakers from the November PRSA conference:
Andrew Heyward, former CBS News President: “Hype and spin are going to be less effective over time in a wired world because as consumers have access to information–and they have access to as many sources as we do–as they become as powerful as they have, it’s going to be much harder to sell something if it not authentic.”
Peter Hirschberg, Chairman and Chief Marketing Officers for Technorati: “This is really a louse time to be inauthentic.”
A number of other speakers at this conference echoed the same sentiments, and according to Roy Vaughn and Steve Cody, writing in the Jan edition of PR Tactics: “The C-suite is beginning to listen.”
And you know when the C suite starts to finally sit up and take notice, the world has really changed.