How Authentic Stories Build Trust and Inspire Action
By Pam Fultz, M.S., APR
February 2026
From the moment we pick up our smartphones or turn on our computers, we’re inundated with messages from social media, television, newspapers, email and other platforms. But when we encounter a story, do we instinctively believe what we read or see? What elements influence whether we trust that information?
Often, a sense of authenticity is what makes us believe what we hear, read or see. But even well-designed, well-promoted stories that seem polished and convincing don’t always tell the truth.
Particularly now, with the rise of artificial intelligence, when machines rather than people generate messages, authenticity is in short supply — and it’s more important than ever as a result. Perhaps it’s not surprising, then, that a top trend Ragan PR Daily foresees for 2026 is something it calls “authenticity-driven video storytelling.”
As communicators, we can help our organizations tell honest, genuine stories that connect with audiences and inspire them to act.
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Pam Fultz, M.S., APR
Pam Fultz, M.S., APR, is senior community relations manager of Vi at Bentley Village, a retirement community in Naples, Fla. She also is an adjunct instructor for the University of Florida. She holds a Master of Science degree in corporate and organizational communications from Northeastern University in Boston, and a Bachelor of Science degree from Wright State University in Dayton, Ohio. She is past president of PRSA’s Gulf Coast Chapter.
