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ACA Lost in Content (25-9-2018): No content without authenticity
The document discusses the concept of authenticity, emphasizing its importance in building trust and loyalty in various professions and society. It highlights the erosion of trust in institutions and the need for genuine communication and storytelling to foster authenticity. The author suggests that being authentic is essential for creating a positive culture and relationship with stakeholders.
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ACA Lost in Content (25-9-2018): No content without authenticity
- 1. NO CONTENT WITHOUTAUTHENTICITY Edgard Eeckman No content without authenticity
- 2. I WHAT IS AUTHENTICITY? Authentic= “Of undisputed origin or veracity; genuine” Concise Oxford English Dictionary Real – Honest – Uncorrupted – Veritable - Trustworthy Authenticity
- 3. I WHAT IS TRUST? “Theexpectation that others will act in one’s interest” Shore, 2007 Authenticity The “mean world” syndrome
- 4. I WHICH PROFESSION ISTHE LEAST TRUSTWORTHY? Authenticity 1. Manager 2. Journalist 3. Politician 4. Teacher 5. Doctor 6. Professor 7. Judge 8. Scientist
- 5. I THE EROSION OFTRUST • Less trust in systems • Less trust in governments • Less trust in institutions • Less trust in science • Less trust in religions • Less trust in media “Trust famine” Authenticity Shore, 2007
- 6. I The MD Legitimate authority TodayBefore Egalitairiantreatment THE PATIENT’S SATISFACTION & LOYALTY Authenticity
- 7. I TRENDS IN SOCIETY Authenticity Consumerism Egalitarianism Participation Decreasingtrust in scientific knowledge Decreasing trust in authority Detraditionali- sation Decreasing trust in expertise & expert systems Consumer rights
- 8. I THE DANGER OFDISTANCE The faceless system People trust people more than systems Authenticity
- 9. I Being authentic is anopportunity! Authenticity Real – Honest – Uncorrupted – Veritable - Trustworthy
- 10. I WHY? Authenticity createstrust, empathy and emotion Authenticity creates a culture, it motivates, gives energy, inspires Authentocity creates loyalty Authenticity stimulates authenticity Imperfection is more credible Authenticity
- 11. I CHALLENGES • Make yourbrand human “Make your brand a hero” • Every contact with someone is a “proof point” • The “empowerment paradox” Authenticity McKean, 2005 - Wendt, 2001
- 12. I THE RISK OFNOT BEING AUTHENTIC People feel that you are not authentic Authenticity
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- 14. I THE IDENTITY ISTHE SOURCE Authentic content Communication
- 15. I GOAL? What is yourgoal? What is your key message? The essence Authenticity
- 16. I THE HOUSE OFCOMMUNICATION Objectives, strategy, philosophy Comm: objectives, strategy, target groups, messages Action plan, timing, budget Action
- 17. I EFFECTIVE COMMUNICATION Reality/Identity Pursued imageExisting image
- 18. I WHO ARE YOU? Authenticity Personality Communication SymbolismBehaviour Birkigt and Stadler, 1986 Your corporate identity
- 19. I You can notbe a bit or sometimes authentic. Authenticity
- 20. I Identity Luxury Overestimation Underestimation Alarm IDENTITYVERSUS IMAGE IVA Tilburg + _ +_Image
- 21. I Authenticity can not beoutsourced
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- 23. I AUTHENTICITY THROUGH STORYTELLING •About people of flesh and blood • A recognisable emotion • Transcend the clichés • Honest – Honorable – Vulnerable Authenticity
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- 25. I CONDITIONS • Think inthe longer term • Never allow your thinking to be subdued • Dare to selfreflect • Dare to admit that you were wrong / that you made a mistake Authenticity
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- 28. I AUTHENTICITY IS … It’snot a matter of free choice It’s the only way Authenticity
- 29. I THE DIGITAL “YEARREPORTS” OF UZ BRUSSEL • http://jaarverslag2012.uzbrussel.be/ • http://jaarverslag2013.uzbrussel.be/ • http://jaarverslag2014.uzbrussel.be/ • http://jaarverslag2015.uzbrussel.be/ • http://www.echtemensen.be (jaarverslag 2016) • http://www.samenkrachtig.be (jaarverslag 2017) Edgard Eeckman edgard.eeckman@uzbrussel.be www.edgardeeckman.be Twitter @eeckman Authenticity
Editor's Notes
- #2 To make a plea Not the best way, but the only way
- #3 Waarachtigheid Waarheidsgetrouwheid
- #6 Scandals, the less feeling of threatt, the less trust – bank crisis - No blind trust
- #10 When people feel insecure, they feel the need to trust an authority figure
- #11 = added value = way to distinguish yourself
- #12 “Proof points” (McKean, 2005, p. 123): the relationship is put to the test and the more advantageous the result is for the patient, the stronger the trust in the doctor becomes. As McKean, analysing customer loyalty, states: “This degree of trust and loyalty remains dormant until it has been tested” (2005, p. 123). A bad patient experience undermines his trust. “Empowerment paradox” (Wendt, 2001): the discourse of patient empowerment may collide with a reality in which a patient is imprisoned in an uncluttered tangle of regulations.
- #21 Perception is reality
- #29 We are interdependent Beck’s risk society