Authentic communication is a noble and righteous endeavour.
But being authentic has to be more than a company catch phrase. There needs to be a real connection between how an organisation speaks about its endeavours and what it does in practice.
How do you feel, for instance, when you see a stunningly shot commercial with a moving story, only to find the ad is flogging insurance? It jars.
Be it corporate social responsibility or social purpose, connecting brands with deeper meaning has become a busy marketplace.
As such, there is a widening gulf between those companies that are making a heartfelt connection with audiences and those that are essentially engaged in a cynical marketing exercise.
Education professionals are our unsaluted warriors.
Politicians, C-suite executives and celebrities moan how hard their jobs have become because of these busier and more complex times lived under the spotlight of social media.
I wonder how they would fare on the front line of education.
Consider our headmasters, teachers and staff who are increasingly under siege as they try to shepherd Generation Now through a battery of internal and external attacks.
Not too long ago, communications and marketing teams at schools could focus on building a school’s brand and delivering basic messaging.
Now, every day presents a challenge.
The trolls are coming, the trolls are coming - and, if they haven't already, they are about to take your social media, turn it back on you and blast you to high heaven.
Think of them as the Storm Troopers who hunt out easy prey and raze Jakku in the Star Wars epic The Force Awakens. Or the hulking Orcs who obliterate everything in their path in Lord of the Rings. Or the Dementors who suck the life and soul from the good hearted in Harry Potter.
You get the picture. They're nasty.
But it need not be apocalyptic. You can repel them, or in the least mitigate damage by observing five basic tips.
Stuart Howie is a communications and media consultant. He runs Flame Tree Media and is the author of The DIY Newsroom. Stuart has worked in media and publishing for more than 30 years as an executive, editor and strategist.