We wrap up being Authentic with the audience with 3 tips:
1. Be Viral: When things happen in unique and unexpected places they can look more authentic. Showing up with a integrated presence in the streets and on the web woven into the event/site can get your message across around the hype filter.
2. Use your audience: They believe themselves. Having the audience spread the word in their own style and words is a lot more authentic than the big voice guy. Just make sure the audience says what they want - not 'which station rocks your town.'
3. Be Unique: Stand out in your words and presentation and surprise them. Think way outside the box and you'll hit 'authentic' a lot quicker than using the same old tricks.
Lastly remember that Image IS the Key and you build that image one sweeper, promo, billboard, and impression at a time. Lose the focus on the image just a few times with the audience and all your hard work can be lost. Once you grow that authentic image work with it carefully to make sure it sticks. Once you lose it you see that the audience doesn't forget.