Purpose -The purpose of this paper is to define the construct authenticity and its dimensions and to propose an index to measure levels of authenticity in organisational messages and actions, as well as perceived authenticity from the stakeholders' perspective. Design/methodology/approach -The paper takes the form of a comprehensive literature review. Findings -The construct authenticity and its dimensions are defined from a multidisciplinary perspective, including literature from advertising, communication studies, marketing, and public relations.Research limitations/implications -Items for an authenticity index are proposed. Such a scale could be used to measure the effectiveness of public relations efforts and techniques and, therefore, the perceived authenticity of organisations, including its actions, operations, product, services, and spokespeople in the mind of stakeholders. Practical implications -The consistency between authentic claims, offerings, and promises and the management philosophy and behaviour of organisations would determine the effectiveness of public relations efforts assessed by measuring the responses, actions, and behaviours of stakeholders. Social implications -The evenness between the genuine nature of organisational offerings and their communication is crucial to overcome the eroding confidence in major social institutions. Authenticity claims must capture the experiences, aspirations, and expectations of the involved segment of society that organisations aim to engage; otherwise, a clash of values may occur. Originality/value -The paper provides ideas for measuring authenticity in organisational messages and actions as a guide to best ethical practices and support for teaching the value of the studied construct.

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Macroencuesta latinoamericana de comunicación y relaciones públicasLatin American macro-survey of communication and public relations Macropesquisa latino-americana de comunicação e relações públicas J u a n C a r l o s M o l l e d a La "Macroencuesta latinoamericana de comunicación y relaciones públicas" (LatAmCom 2009) investiga las tendencias, el profesionalismo y los roles sociales de la profesión en diez países a través de las opiniones de una muestra representativa de profesionales. La sección del cuestionario sobre tendencias fue articulada originalmente por el European Communication Monitor. Esto permitirá comparaciones entre los dos continentes. PALABRAS CLAVES: RELACIOnES PUBLICAS • PROFESIOnALISMO • PAPEL SOCIAL • TEnDEnCIAS AbstractThe "Latin American macro-survey of communication and public relations" (LatAmCom 2009) investigates the trends, the professionalism, and social roles of the profession in ten countries through opinions of a representative sample of professionals. The questionnaire's section on trends was originally organized by the European Communication Monitor, which will enable comparisons between the two continents.