Truthfulness and Authenticiy
Truthfulness of the Message
Trust is essential in the field of public relations and presenting misleading information or misrepresenting information breaks that trust. In order to maintain trust, it is important that public relations professionals be truthful in their messages. Truth in this context does not mean only literal truth, but also conceptual, complete, unobstructed truth (Baker & Martinson, 2001).
To determine if a message is expressing the full complete truth, ask yourself the following questions about the message you are crafting:
| Has the message deemphasized important information? (Baker & Martinson, 2001) | Does the message represent the whole, complete truth? Was information left out in order to misdirect the persuadee? (Deaver, 1990) | Would I feel the message were complete if given to me in the provided context? (Baker & Martinson, 2001) |
| Does the message lead people to believe what I myself do not believe? (Bok, 1989) | Is the information withheld critical in allowing the persuadee to make an informed decision? (Fitzpatrick & Gauthier, 2000) | Does the message deceive people either explicitly or implicitly? (Bok, 1989) |
Authenticity of the Persuader
The TARES test focuses on the responsibility the communicator carries in developing messaging. As such the authenticity of the persuader must be called into question. When crafting messaging, you must evaluate your own motivations, loyalties, and attitudes regarding the message (Baker & Martinson, 2001). In order for the persuader to be authentic in their actions, they must believe in the product or idea they are communicating to the public
To explore your own authenticity on a matter ask yourself the following questions:
| Do I personally believe in this product? (Baker & Martinson, 2001) | Do I personally believe the persuadee will benefit? (Baker & Martinson, 2001) | By putting out this message am I perpetuating corruption? (Martinson, 1999) |
| Is this cause or product something I would personally advocate for? (Baker & Martinson, 2001) | In participating in this action is my integrity being called into question? (Baker & Martinson, 2001) | Am I happy to take responsibility for this message? (Waltz, 1999) |