Why Authenticity Is More Important Than Ever in Communications

Images Source: Olia Danilevich

One idea that has stayed with us from our work with activity-based working consultancy Veldhoen + Company is this: encourage people to bring their true selves to work.

This is not just about workplace culture—it is a communications principle too.

Bringing your true self to work means showing up as who you genuinely are. It is about being emotionally honest, staying aligned with your values, and contributing authentically, without sacrificing professionalism. While this mindset starts inside organisations, it should extend outward—into how we communicate with the world.

In a landscape flooded with curated personas, polished press releases, and increasingly AI-generated content, authenticity has become one of the last real differentiators. People are more discerning than ever. They can sense inauthenticity—and they tune out fast.

Here is why authenticity is not just important; it is essential.

1. People Want to Connect—Not Be Sold To

Audiences are fatigued by marketing speak and corporate gloss. We scroll past filtered posts and templated messaging because they lack something crucial: emotional resonance.

What captures attention now are real, human moments—a founder sharing lessons from a failed launch, a frontline team member offering a candid behind-the-scenes look, a brand admitting when they do not have all the answers.

Authenticity creates space for connection; connection is what gives communication meaning.

2. AI Can Imitate—But It Can’t Feel

AI tools like ChatGPT have rapidly become part of daily workflows. According to We Are Social’s Digital Report 2025, ChatGPT now averages over 250 million monthly active users, making it one of the world’s most downloaded apps.

AI has value—it speeds things up, offers structure, and helps with ideation. We use it, but let us be clear: AI cannot replace the nuance of lived experience. It cannot understand the weight of a public statement during a crisis. It cannot feel the cultural temperature shift after a misstep.

The best communicators do not rely on AI—they anchor it in reality. Speed means nothing if the message does not land as real.

3. Trust Is Fragile

We are operating in an environment where public trust in institutions, media, and even brands is declining. People are quick to question motives—and slower to forgive inconsistencies.

They want transparency and accountability. They give credit to leaders who speak plainly and show up consistently—not just when it is convenient or profitable.

The role of communications is evolving. It is not about image control anymore, but rather helping organisations speak with intention—not illusion.

4. Crisis Response Demands Humanity

In the past, brands could wait days to issue a statement. That time is gone. Today, crises unfold publicly and instantly. Audiences expect immediate, honest responses—and they know when they are being dodged.

Effective crisis communications now depend on empathy, clarity, and ownership. Slick PR will not save reputations—integrity and humility will.

5. Culture Moves Fast—But Authenticity Keeps You Grounded

Trends shift by the hour. Outrage cycles flare and fade. But what keeps a brand steady in turbulent times is a clear sense of who they are.

Authentic brands do not jump on every trending topic. They speak from a place of consistency, purpose, and self-awareness. In a fast-moving world, that is what creates trust—and staying power.

Final Word: Be Real, or Be Ignored

At Bask Communications, we have seen time and again that the most powerful messages are not the loudest or the most technically perfect. They are the most honest. People do not need you to be flawless. They need you to be real.

In 2025 and beyond, authenticity is not a trend—it is a requirement. If it does not feel true, it will not resonate and if it does not resonate, it does not matter.

EXPIScore: How the world’s first customer experience rating system is redefining the real estate landscape

EXPIScore's Dr. Marigold Kimura and Mr Peter Holland were at the MoneyFM 89.3 studio bright and early this morning to unpack how the world's first customer experience rating system is redefining the real estate landscape.

Catch-up on the interview here now: https://omny.fm/shows/moneyfm-morning-show/mind-your-business-how-the-world-s-first-customer-experience-rating-system-is-redefining-the-real-estate-landscape

Bask Communications: A Quarter in Review

In the blink of an eye, we’ve wrapped up the first quarter of 2025! As the year gains momentum, we’re excited to share some highlights and meaningful milestones from the past few months. 

Deepening Our Commitment to Cancer Advocacy 

Continuing our partnership with 365 Cancer Prevention Society (365CPS), we are honoured to be retained as the Society’s PR agency of record. Over the past two years, we have worked hand-in-hand to strengthen their presence across mainstream media, radio, and online platforms, reinforcing their tri-fold mission of Cancer Prevention, Cancer Fighting, and Cancer Education.  Beyond spotlighting 365CPS’ suite of free annual cancer screening campaigns, our efforts have helped the Society deliver essential health education and support to the wider community, through collaborative knowledge sharing in the media together with healthcare professionals.  

• Lianhe Zaobao (联合早报) – “肺”事何时了 认识肺癌症状做好预防 

• Berita Mediacorp - Diramalkan hanya ada lagi 6 bulan untuk hidup, pejuang barah hati ini nasihat orang ramai jalani ujian awal 

• CAPITAL 958 – 城市号列车 

In March, we returned to Our Tampines Hub for the third edition of 365CPS’ Bloom with Hope celebration. Inspiring cancer fighters, families, friends and partners came together to celebrate the resilience of the cancer fighting journey; attendees were also encouraged to take proactive steps in early detection by signing up for the free screening campaigns #My1stPapTest, #My1stMammo, and #My1stColonoscopy.  At the celebration, nOm’s culinary content creator and producer, Azfar Maswan delighted attendees with a cooking demonstration of Assam Fish Curry with Vegetables and Nasi Ulam, proving that we don’t have to sacrifice our beloved flavours to eat healthier. The event also hosted a heartfelt fireside chat discussing the impact of cancer on families, the power of prevention and the importance of a strong support system.

Check out the inspiring stories of our cancer fighters Mdm Vijay and Ms Mallika on Tamil Murasu 

Celebrating Successful Partnerships 

In Q1, we also concluded our partnership with family care brand BZU BZU and hospitality client Dorsett Changi City Singapore. 

With BZU BZU, we positioned the brand as a trusted homegrown name through strategic media engagement, influencer marketing and partnerships, as well as targeted campaigns and giveaways. We successfully engaged with over 40 mummy influencers, delivering an estimated reach of 436,000, and achieving an average monthly engagement rate of 12.1% from their social media content sharing. We also built up a strong brand presence for BZU BZU in key local parenting titles.  

Catch-up on CEO Raphael Jiang’s interview on MONEY FM 89.3

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Over at DCCS, we supported the communications around its recent acquisition and rebrand—successfully building awareness in the early stages and helping the refreshed identity gain traction in the hospitality space. It was a pleasure to journey alongside both brands. 

• Singapore Motherhood - Dorsett Changi City Singapore: An East-Side Escapade and Local Foodie Staycation to Savour 

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Looking Ahead 

As we move into the rest of the year, our team remains focused on elevating our offerings and delivering impactful storytelling for our clients. Whether you’re looking for PR support, influencer marketing, media pitching, or press release distribution, we’d love to hear from you. 

Reach out to us at hello@baskcomm.com - let’s create meaningful and engaging narratives together.  

365 Cancer Prevention Society Celebrates the Resilience, Unity and Unwavering Spirits of Cancer Fighters at Bloom with Hope 2024

More than 1,200 participants came together at Bloom with Hope 2024’s annual community walkathon on 2 March 2024 to celebrate the resilience, unity and unwavering spirits of cancer fighters in Singapore. Organised by 365 Cancer Prevention Society (365CPS) in collaboration with Tampines Central Community Club and Tampines Central Community Sports Network, the walkathon at Our Tampines Hub kicked off two days of exciting activities geared towards empowering members of the public to gain a better understanding towards cancer prevention, cancer fighting and cancer education. The event was graced by special guest and honorary patron to 365CPS, Dr Koh Poh Koon, Senior Minister of State, Ministry of Sustainability and the Environment and Ministry of Manpower.

365CPS Launches Free Cervical Cancer Screening to Eligible Members of the Public

In conjunction with Bloom with Hope and International Women’s Day, 365CPS celebrates the launch of #My1stPapTest, a free cervical cancer screening campaign for eligible members of the public from 1 March 2024 to 31 May 2024. This marks the 7th addition to 365CPS’ annual line-up of health and cancer screenings for lower-income individuals since the launch of its free health screening campaigns in 2021.

365CPS is the first and only social service agency to offer free colonoscopy, low-dose CT lung cancer screening, and the upcoming liver disease screening in support of the Healthier SG initiative. The complete line-up of 365CPS’ health screening campaigns in 2024 includes breast cancer, colorectal cancer, cervical cancer, lung cancer, gastric cancer, prostate cancer, and liver disease.

Members of the public who are interested in finding out more about 365 Cancer Prevention Society and the free health screening campaigns can visit https://www.365cps.org.sg.

For press enquiries, please reach out to the team at hello@baskcomm.com.

Bask Communications solidifies its partnership with 365 Cancer Prevention Society as the PR agency of record

SINGAPORE, 6 February 2024 - Bask Communications has been appointed as 365 Cancer Prevention Society (365CPS)’s PR agency of record with a 1-year retainer, effective February 2024. Tasked with spearheading 365CPS's communications initiatives, Bask Communications will be focused on fostering a greater public understanding of cancer and the support offered by 365CPS. Additionally, the collaboration aims to boost participation in vital areas of cancer prevention, such as health screenings, and promote a better understanding of cancer within the community.  

For the past two decades, 365CPS, a non-profit organisation, has remained steadfast and dedicated to raising awareness, advocating prevention, and educating communities in Singapore on cancer. The strategic alliance with Bask Communications is poised to boost the society’s outreach and better serve the community.  

Ng Lay Peng, Director of Bask Communications shared, “We have been actively supporting 365CPS in its communication endeavors across various projects since 2023. The society’s decision to award us as the PR agency of record is a validation of our work and a testament to the success of our collaborative efforts. The team at Bask Communications is deeply inspired by the impactful work undertaken by 365CPS to serve the community.  We look forward to working closely together to drive more effective communication and engagement for the society.”  

This strengthened partnership reflects the shared commitment of both organisations to make a positive impact on the community through communication efforts.  

For more information and media enquiries, get in touch at hello@baskcomm.com.