An authenticity matrix for community engagement

Abstract Community engagement (CE), a key area of theory and practice in public relations, has two functions: first, to maintain and enhance relationships between organizations and diverse community groups in complex settings; and second, to give voice to these groups in addressing socially-situated problems. Implicit within these functions is CE’s ability to connect organizations with a selection of stakeholder voices that represent community perspectives on a given topic. It is the claimed representational nature of these voices that gives legitimacy to the processes and outcomes of CE. The role of public relations practitioners in CE is therefore to identify and involve voices that are authentic—that is, those that truthfully represent the extent and diversity of community sentiment. Such voices include those that are quiet or silent, even though they have a contribution to make. This study uses in-depth interviews with current practitioners to explore voice and authenticity in CE, and identifies four dimensions of CE in practice. These dimensions extend CE theory, particularly in public relations, by addressing the under-considered yet central role of authenticity in CE. The paper also draws on the dimensions to develop an Authenticity Matrix that allows CE practitioners to assess and critique their past and current CE projects. The Authenticity Matrix also provides guidance to public relations practitioners seeking to enhance the conditions for achieving authenticity in CE practice.