November 14, 2024

When Values and Content Align: A Lesson in Authentic Communication

By Lisa Maynard-Atem, PSS Board apprentice

In today’s world, the word ‘authentic’ is overused, often to the point of losing its meaning. Many organisations, even those with large budgets and communications teams, often struggle to convey their values in ways that feel genuine and meaningful. This disconnect becomes especially glaring during key marketing moments like International Women’s Day, Pride, and Black History Month, where many brands seem more focused on trends and visibility than on truly reflecting the communities they claim to support. In contrast, PSS stands as a powerful example of how an organisation can consistently and authentically reflect its values – particularly through its social media presence.

PSS stands as a powerful example of how an organisation can consistently and authentically reflect its values – particularly through its social media presence.

Having worked in social media for years, I understand that creating content that truly reflects an organisation’s mission is no easy feat. It requires more than just aesthetically pleasing visuals or trendy posts; it demands genuine sentiment that aligns with the core values of the organisation. For me, social media isn’t about creating ‘cool’ TikToks or ‘demure’ memes just to gain followers or likes. It’s about crafting messages that clearly communicate who you are and what you stand for.

When I look at PSS’s social media channels, it’s evident that they have successfully managed to do just that.

Authenticity Through Simplicity

What makes PSS’s social media content so impactful is its simplicity. It doesn’t rely on flashy production or the latest trends to make an impression. Instead, it focuses on telling the real stories of the people it supports. Whether it’s through videos featuring the people they support or heartfelt testimonials, their content is rooted in the lives of the people they work to help on a daily basis. Scrolling through their platforms, you see a genuine reflection of their work – whether it’s the young people receiving mentorship, older adults benefiting from social inclusion services, or individuals in the Somali community accessing essential resources.

One of the most compelling aspects of PSS’s approach is the involvement of the people they support in the creation of content. This is not something we see enough of in the charity and social care sector. Too often, the voices of those receiving support are filtered or, worse, omitted from the narrative altogether. PSS does the opposite. Their social media platforms act as a window into the lived experiences of the people they serve, whether through their Shared Lives carers’ stories or features on mental health services.

The people PSS supports have a say on how they’re represented in their social media posts

Genuine Sentiment Over Polished Trends

In an age where many organisations try to stay relevant by piggybacking on viral trends, PSS stands out for its refusal to compromise on authenticity. They understand that their role isn’t to chase after the latest social media fad but to represent the lives, challenges, and successes of the individuals they serve in a way that feels true to their mission. Their content doesn’t feel forced or overly polished; it feels real. And that’s precisely why it works so well.

In an age where many organisations try to stay relevant by piggybacking on viral trends, PSS stands out for its refusal to compromise on authenticity.

The simplicity of their posts – whether it’s a video featuring a Shared Lives carer discussing the challenges and rewards of supporting someone in need, or a post about their dementia services aimed at reducing isolation – speaks to the heart of their work. PSS isn’t trying to be trendy or flashy; they’re showing up as who they really are, and that kind of honesty resonates with people. You don’t come away from their social media channels thinking about how ‘cool’ they are (even though, they are VERY cool); you come away with a clear understanding of their values and the impact they are making in their community.

Collaborative Content Creation

What’s particularly impressive about PSS’s social media strategy is how collaborative it is. The people they support are not just passive subjects featured in a video; they are active participants in shaping the content. This could mean appearing in a video or sharing their ideas on how they wish to be portrayed. This level of inclusion is rare in social media marketing, as many organisations (and sectors), place more emphasis on showcasing their achievements rather than the voices of those that they serve.

By empowering the people they support to play a role in their public image, PSS not only creates more authentic content, but they also practice what they preach: people-centred care. The organisation’s social media reflects this ethos by giving people a platform to share their stories in their own words, fostering a sense of agency and equity.

Incorporating their voices into social media may seem like a small gesture, but it sends a powerful message. It says, ‘We’re not speaking for you; we’re amplifying your voice.’. This approach not only enriches the content but also ensures that it aligns with PSS’s core values of inclusivity, empowerment, and respect for every individual.

PSS share the stories of their Shared Lives carers on their platforms

Showing Up Authentically All Year Round

It’s easy for organisations to put on a facade of inclusivity and social responsibility during key marketing moments like Pride or Black History Month. But the real challenge lies in consistently showing up for the communities you serve throughout the year. PSS excels at this, maintaining an ongoing, honest dialogue with their audience about the work they’re doing and the people they’re helping.

They don’t rely on a few key dates in the calendar to highlight their values; instead, they weave those values into every piece of content they produce.

At PSS Wellbeing Centres we offer free mental wellbeing support via online and face-to-face sessions.

Take, for example, their posts around mental health awareness. Rather than creating a flashy campaign for Mental Health Awareness Week, PSS integrates mental health discussions into their regular content, acknowledging that mental health support is not just a one-week-a-year issue but an ongoing need that affects many of the people they serve. This kind of consistency reinforces their commitment to making a genuine impact in people’s lives.

A Lesson in Value-Driven Communication

So, what can we learn from PSS when it comes to communicating our values? Firstly, it’s clear that staying true to who you are is more powerful than trying to keep up with the latest social media trends. In a world where brands often lose themselves in the pursuit of relevancy, PSS reminds us that authenticity, simplicity, and a genuine connection to the people you serve are what truly matter.

In a world where brands often lose themselves in the pursuit of relevancy, PSS reminds us that authenticity, simplicity, and a genuine connection to the people you serve are what truly matter.

Second, collaboration is key. Allowing the people you serve to have a say in how they’re represented creates a level of trust and authenticity that no amount of marketing budget can buy. Finally, it’s not about doing something once or twice a year to tick a box; it’s about showing up consistently, day after day, with content that reflects your values all year round.

If you’re looking for a lesson in how to showcase your values, take some time to check out the social media channels of PSS. Not only will you come away with a clearer understanding of who they are and what they stand for—you’ll also see a great example of what genuine, value-driven communication looks like. In a space where authenticity is so often talked about but so rarely achieved, PSS has set a new standard.

Follow PSS on:

Facebook: @PSS UK

Instagram: @pss_uk

TikTok: @psspeople

LinkedIn: @PSS UK

X: @psspeople