Why Authenticity Matters More Than Ever

When Authenticity Becomes the New PR Currency: Embracing the Rise of Personal Branding

If you’ve been paying attention to the evolving world of PR, you’ll recognize a growing chorus of experts calling for more authenticity in how we communicate and position ourselves. Maha Abouelenein, a former Head of Communications for Google MENA and Managing Director at Weber Shandwick, recently spoke about “The Rise of the Personal Brand”—a concept that’s been gaining momentum, especially as professionals and creators alike seek new ways to stand out in a saturated digital space.

Interestingly, LinkedInNews also interviewed the @thelipskicklesbians, who shared a vision for celebrity culture over the next decade. Their take? We should all prioritize showing up online for our communities as our most authentic selves. Their refreshing stance reminds us that, behind every glamorous profile, there’s a human being just like us, yearning for shared experiences and connection. One commenter even quipped: “You both feel like women I’d take out for drinks.”That level of relatability hits home because it shows how being real can resonate more profoundly than polished, curated perfection.

Why Authenticity Matters More Than Ever

Authenticity has become something of a buzzword—many of us talk about it, few of us truly live it. As someone who navigates the intersection of professional ambition and personal values, I’ll admit I’ve struggled with how “real” to be online. After all, there’s an inherent risk: will opening up hurt my professional brand? Could I lose clients or opportunities if I let too much of my personal life, my rough edges, or my honest opinions show?

Despite the anxiety, my gut tells me that authenticity isn’t just another fleeting social media trend; it’s a genuine business advantage. That’s a big reason why I’m leaning into it—even if it makes me squirm once in a while. Authenticity, at its core, fosters trust. And in a space as crowded as digital media, trust might be the most valuable currency we have.

The Gen Z Factor: Stereotypes & Realities

I’m also a proud member of Gen Z, a generation often labeled as over-sharers, social media addicts, and relentless questioners of the status quo. Stereotypes aside, there is a grain of truth: many of us want to blend “professional” with “personal,” because we’ve grown up seeing that some of the world’s most influential people are those who let their humanity shine through online. We want to be taken seriously as professionals—and yes, many of us also want to post about mental health days, thrifting for sustainable fashion, or the latest TikTok dance. Finding that balance is tricky, but it’s possible.

The Dilemma: Polished vs. Real

Earlier in my career, I worried that my honesty might not translate well into corporate or agency environments. We often hear cautionary tales: “Keep your LinkedIn professional; no one wants to read personal confessions.” Yet more recently, thought leaders like Maha Abouelenein have highlighted the power of personal branding in shaping public perception—not by using more corporate jargon, but by letting genuine personality traits come through.

So here’s the unvarnished truth: My journey to forging a professional identity wasn’t all neat lines and bullet points. I studied incredibly hard, sacrificed a lot of my teenage years, and eventually ended up at the world’s 8th best university(depending on which ranking you check). At times, I questioned if it was worth it—if I’d traded away carefree moments for the sake of academic accolades. There it is: my first secret, my first raw confession. And guess what? Sharing that doesn’t diminish my capabilities or expertise. It just shows a side of me that’s real.

Why Embracing Authenticity Can Work in Your Favor

1. Human Connection Trumps PerfectionPeople are more inclined to engage with, hire, or follow individuals who seem genuine. Perfection can feel cold or unapproachable, whereas authenticity builds emotional bridges.

2. Resilience Through TransparencyWhen you allow yourself to be seen—successes, failures, quirks, and all—you’ll naturally attract clients, collaborators, or followers who align with your values. This alignment often means longer-term loyalty and healthier working relationships.

3. Personal Branding as a DifferentiatorThink about it: if you and another professional have the exact same credentials, what sets you apart? It might be your perspective, your worldview, or your personal anecdotes. Authenticity becomes your unique selling proposition.

A (Less) Polished Take on Professional Life

So, here’s to the reality check amidst our polished LinkedIn feeds and social media highlight reels. Every success announcement is often a product of sleepless nights, mental stress, and heaps of self-doubt. Will that honesty sabotage our polished brand identities? Perhaps—but it can also create space for deeper respect and understanding.

#AUTHENTICWITHC is more than just a hashtag I sometimes throw around; it’s a conscious choice to share snippets of my life and my unfiltered thoughts alongside my professional milestones. The aim isn’t to cast doubt on the value of all that polished, well-executed work, but to offer the world a more complete picture of who I am.

Who’s Next?

I’ve laid down my first secret—that life at a top university came at a personal cost. What’s yours? Consider posting that piece of your story you’ve been holding back, the one that makes you human. The lines between who we are at work and who we are with friends no longer have to be so starkly drawn. If the future of PR and celebrity culture leans toward authentic connection, we might as well start creating that world right now by showing up as ourselves.

So, who’s next? Let’s see where a bit of unpolished honesty takes us. And if you’re still on the fence, remember: people are more inclined to say, “I’d grab drinks with you,” when they feel they truly know you. And that, in many ways, is the foundation of real, lasting partnerships—professional or otherwise.

Final Thoughts:

• Authenticity isn’t an optional extra; it’s becoming a core facet of personal branding and PR strategy.

• Mixing professionalism with honesty can be challenging, but it’s a balancing act worth undertaking.

• Sometimes the best way to evolve is to admit where we’ve come from—even if the road wasn’t picture-perfect.

If you’re resonating with this, I encourage you to lean into your own personal brand. Share your stories, engage deeply with your community, and allow yourself to be human in a world that’s often anything but.