In the PR 2.0 era, the media and their receiving audiences of all types globally might be defined by one word: skeptical. To overcome this skepticism and break through the clutter of competing messages, the most-successful PR practitioners use a no-hype, authentic approach. It starts internally in the heart and soul of an organization before moving into the world. What do their clients stand for? What are their key points of differentiation? Why does it really matter? And, most importantly, can they prove it over time?

The authentic approach as advocated by many firms is more than words; it requires investing in long-term reputation as a part of corporate strategy. What is the desired reputation and brand identity? Can the company, organization or institution set up the internal systems, processes and the culture to execute on its promise and walk its talk over time? If not, the PR professional can provide candid counsel — another plank in the authenticity platform — and advise the client or CEO to rethink the positioning and do a reality check on internal commitment to success before going public.

The mission of this Authentic PR blog is to share great examples of authentic PR and not-so-great ones (those filled with jargon and hyperbole). We ask your help! Let us know when you spot examples of either, and we’ll consider them for our annual “Authentic PR Award” and its counterpart, the “Hypemeister of the Year,” to be voted on each January. Nominations will be posted for readers to select the stars of authentic PR and also identify the bottom-rated miscreants seen spinning off in non-professional directions. The hunt is on!