Insights, OpinionPOSTED June 11, 2019

#FutureForward: Authenticity and manners

SHARE: Twitter Share LinkedIn Share Facebook Share

Untitled design

In our #FutureForward series we ask members of our APEX family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Kevin Behar, consultant at APEX Public Relations discusses how providing authentic human experiences in the stories we tell will continue to be important for the evolving communicator.

The world has changed quickly in the little more than a quarter century that I have been around. Dial-up internet – does that even exist anymore? Phones have evolved to become smart. A computer can answer my questions. All this technology has changed the way we eat, sleep, and breathe.

What worries me these days is how it will impact my job as a communicator – AI can do all these awesome things like pick up on trends, finish my sentences (sometimes my emails too), and answer a bunch of questions that I definitely don’t know the answers to. But I still have faith in our abilities, and even as technology gets smarter, we will always have a place in the communication field.

So, 30 years from now, what skills do we have now that we will still be crucial to the human communicator then?

You do you

Authenticity is the first thing that comes to mind. People talk about machines being able to feel and have a mind of its own. That may be true, but we are truly authentic.

Can your computer tell you how the rain feels on its face? Not yet – and that feeling is authentic.

The same will go with our ideas, our stories and our feelings – whether physically or emotionally. Let AI and machines take over those repetitive jobs of sifting through data and creating media lists – although I think those are very important jobs as they help with attention to detail – and we can continue creating the stories that I think tech will never be able to feel.

And do it politely

And, one more skill that will still be very important 30 years from now is having good manners. This kind of goes along with your attitude but being polite to people and treating others how you want to be treated will go a long way – especially when you are building relationships.

So whether it is with the new form of robot or AI, or just with a fellow colleague or journalist – be positive with them and don’t forget your “pleases” and “thank yous.”

Ultimately, businesses want to partner with agencies that know how to remain authentic and bring that human touch to their campaigns. If you crave authenticity, visit our website or email us at

Kevin Behar is a consultant at APEX Public Relations.

Check out more of our #FutureForward series to know what other skills are expected to stand the test of time 30 years from now. 

Leave a Comment