Authenticity in Corporate Social Advocacy

This chapter focuses on the significance of authenticity in corporate social advocacy (CSA) from a public relations perspective. CSA initiatives yield tangible outcomes that contribute to relationship quality, organizational reputation, and financial performance. When publics perceive an organization’s CSA communication as lacking authenticity, the effect of the CSA practice may be compromised, diluting its sense of genuine commitment to social change. Therefore, it is imperative to convey CSA initiatives to diverse publics in an authentic manner. This chapter investigates the definitions of authenticity in CSA and explores the construct’s core conceptual components. Furthermore, it focuses on the impacts of public perceptions of authenticity in CSA, in particular through the lens of relationship building, and explores the effects on reputational, financial, and societal outcomes. Building on the comprehension of the concept and influence of authenticity in CSA, this chapter presents recent examples of authentic CSA to demonstrate how theoretical and sociolegal insights are applied in public relations practice. This chapter concludes with a discussion on the future directions for authenticity in CSA, emphasizing potential areas for research and initiative development in the field of public relations.