What Dolly Parton Taught Us About Trust, Authenticity and the Power of Being Yourself

We all loved Dolly Parton.

That feels like the right place to begin because few public figures have ever occupied the place Dolly did in our culture. Across generations, geographies, politics and backgrounds, people didn't simply admire her. They felt connected to her, and they trusted her.

In the days following her passing, there has understandably been an extraordinary outpouring of affection and remembrance. But for those of us who spend our lives thinking about communication, leadership, reputation and trust, Dolly's life also leaves us with something worth examining. How did someone achieve that level of fame and success, continue to evolve for decades and somehow remain unmistakably herself?

CommPRO asked a remarkable group of leaders in communication to reflect on what Dolly Parton can teach communicators and business leaders about authenticity, trust, staying true to who you are, and knowing when to speak and when not to.

What came back was much more than a collection of tributes. Together, these reflections tell a story about what authenticity actually looks like when it is lived over a lifetime. They remind us that trust is earned through actions, that kindness can be a form of leadership, that values matter most when there is something at stake, and that having a voice doesn't require using it on every issue.

Perhaps most of all, they remind us that Dolly's greatest communication strategy was never really a strategy at all. She knew who she was.

Jon Harris, EVP, Chief Communications & Networking Officer, Conagra Brands:

“Dolly taught me that you can be incredibly successful without ever losing your humanity.

She knew exactly who she was. Her brand was never manufactured - it was simply Dolly. She was smart, disciplined and a terrific businessperson, but she never took herself too seriously.

A few things I learned from working with her:

• Authenticity wins. Dolly never tried to be anyone other than herself.

• Kindness is a leadership skill. She made everyone in the room feel important.

• Protect your name. She understood the value of her brand and was thoughtful about what she put it behind.

• Take the work seriously, not yourself. She was prepared, engaged and demanding about the work, but always brought humor and joy.

• Stay curious. Music, movies, television, Dollywood, philanthropy, consumer products - she never stopped evolving.

• Success means more when you share it. Giving back wasn't something Dolly did on the side. It was central to who she was.

I've met and worked with a lot of well-known people over the years. Dolly was different. The person lived up to the legend.

I had the privilege of interviewing her several times, but the conversations away from the cameras are what I'll remember most. She was funny, curious, gracious and incredibly sharp.

Maybe the biggest lesson was this: Dolly could walk into a room as one of the most famous people in the world and somehow make everyone else feel important.

That's a pretty extraordinary legacy.”

Harris knew Dolly and worked with her, which makes his observation that the person lived up to the legend especially powerful. It also introduces something that runs throughout these reflections: Dolly never appeared to reinvent herself to satisfy the moment. She evolved, certainly, but the person at the center remained remarkably consistent.

Jarrod Moses, Vice Chairman, Edelman; Founder/CEO, United Entertainment Group:

“The passing of Dolly Parton Tuesday is a reminder that some of the most powerful lessons in leadership and communications are actually quite simple. Throughout my career in business, communications and culture, I’ve learned that authenticity can’t be manufactured, and Dolly embodied that. She evolved with the world without ever seeming to change who she was at her core. She knew what she stood for, treated people with respect, and built extraordinary trust across generations and audiences. She also understood something increasingly rare today: you don’t have to weigh in on everything. Knowing when to speak, when to listen and when to simply stay true to yourself is its own form of leadership. Her legacy is a powerful reminder that sometimes you don’t need to change who you are to remain relevant, you just need to know who you are.”

Moses raises an issue every communicator advising a leader or organization is confronting today. There is enormous pressure to respond, react and take a position, often immediately. Dolly demonstrated that having strong values and living them publicly doesn't mean you need an opinion for public consumption on everything.

Bill Davies, CEO of Racepoint Global:

“Dolly Parton was a rare figure who had the unique ability to transcend an increasingly divided world with her likability. There’s a lesson in that for communicators and leaders. Dolly’s authenticity came through in her warmth, her outlook on life, and, importantly, her ability to listen. I often say leaders need to have a point of view, but Dolly is a good reminder that having a POV doesn’t mean weighing in on everything. Trust is built just as much by listening, understanding people, and knowing when not to speak as it is by saying something memorable – which Dolly certainly did a lot of! In a world where everyone is encouraged to have an immediate take, perhaps we could all follow in Dolly’s legacy and listen a little more.”

Listening may be one of the most underrated ideas in modern communication. Dolly's extraordinary reach wasn't based on everyone agreeing with her. It was rooted in something much more human: people believed she respected them. That ability to make people feel seen, rather than spoken at, helped her cross divides that very few public figures can.

Patrice Tanaka, Founder & Chief Joy Officer, Joyful Planet, LLC:

“Dolly Parton is universally loved because she exemplified all that is good in the world with her radical authenticity, sassy humor, humility, self-awareness, empathy, boundless generosity, unconditional acceptance of people, and desire to unite rather than divide. She built trust in an increasingly, less-trusting America. Great communicators and leaders, whose success is built on establishing trust, would do well to be more like Dolly. The world is less bright today, but let’s #BeLikeDolly to honor her eternal sunshine and build back trust.”

That combination of authenticity, humor, humility and strength also made Dolly an unusually useful model for leaders. She could be funny without diminishing her authority, self-deprecating without diminishing herself and plainspoken without ever seeming unsophisticated.

For Travis Parman, Dolly's example has been practical enough to become a question he has used when counseling CEOs around the world: What Would Dolly Do?

Travis Parman, Chief Communications Officer, Goodyear:

“I have used the ‘What Would Dolly Do?’ mantra to counsel many CEOs in many cultures because her wisdom is universal. She always had the answer. The foundation of any sound strategy–especially when it comes to communications–is generally based in being humble, authentic, gracious, transparent, empathetic and—if appropriate—adding a touch of self-deprecating humor to connect and to let folks know you don’t take yourself individually too seriously.

She continuously demonstrated this.

And her reputation for sincere, plainspoken straight talk mixed with wit and humor helped her diffuse negativity. When you’re transparent and self-deprecating about who you are—it leaves little room for attack.

She stayed out of the fray on traditional politics, but she involved herself symbolically on issues that she considered paramount—like funding COVID-19 vaccine research and filming a video of herself getting a shot during the pandemic. She didn’t TELL people what they SHOULD do – but she SHOWED them. She never asked anyone to do anything that she wasn’t willing to do in high heels and heavy rhinestones.

Dolly said, ‘Figure out who you are, and do it on purpose.’ She told people—I see you and I value you. I believe that was a large part of her being universally loved. There was just zero pretense about her.

‘Dream more, learn more, do more, and become more.’ Dolly delivered that advice in a University of Tennessee commencement speech—and later in one of her books. If your actions inspire others to this—then you’re the best kind of leader. THAT’S what Dolly would do. That’s what Dolly did—and we all seemed to love that she inspired us to be better versions of ourselves.”

Knowing who you are doesn't mean becoming predictable. In fact, Dolly's clear sense of self gave her enormous freedom to experiment because people trusted the person doing the experimenting.

Johna Burke, AMEC CEO:

“Dolly Parton could walk onto any stage because, if she was there, people expected her to be Dolly. That consistency made her trusted without ever requiring her to be predictable.

Communicators and brands need that same clarity. Strong strategic positioning means knowing who you are, understanding your audience, and asking both if and where your voice adds value. That discipline keeps you from adding messaging clutter simply because you can. More importantly, when you get it right, you’re not a distraction and you’re not distracted. You can stay focused on your own path to excellence, leading rather than chasing.

Authenticity isn’t about chasing relevance. It’s knowing who you are, where you add value and when your voice matters. There’s a lot of noise out there, but the best make music.”

Burke's distinction between consistency and predictability gets to the heart of why Dolly remained relevant for so long. She could change, explore and surprise people without leaving them wondering who she was.

But authenticity becomes more consequential when something is at stake. Values are easy to articulate when there is no cost attached to them. Living those values when doing so carries risk is a very different matter.

Helio Fred Garcia, President, Logos Consulting Group:

“A value is not just something you believe; it’s something you’re prepared to live by even if risky. Much of Dolly's demographic was divided on social issues including race, gender, LGBTQ+, etc. Dolly stuck firm to her principles of treating all with dignity and respect, even at the risk of alienating part of her audience. But she lived her values and modeled tolerance, inclusion, and respect. And she didn’t lose her audience in the process. A lesson for us all.”

That distinction between talking about values and living them is fundamental to trust. Dolly's actions gave people evidence of what she believed, and those actions accumulated over decades.

For Paul Duning, Dolly's story is also deeply personal. Growing up in Middle Tennessee, he watched her long before she became the global cultural figure the rest of the world came to know.

Paul Duning, Co-Founder/Publisher, Capitol Communicator:

“I’m originally from a small town in Middle Tennessee, and Dolly Parton has been part of the fabric of my life for as long as I can remember. Her last major project,Dolly’s Tennessean Travel Stop, is about 10 miles south of the family farm where I was raised.

One of my earliest memories is gathering around our black-and-white TV console with my grandfather and parents to watch the Grand Ole Opry when I was about 6 years old. I remember seeing Dolly perform in those early days, around the time she was appearing with Porter Wagoner and other country music legends. She came across as sweet as honey then — and, remarkably, she has carried that warmth and humanity throughout her extraordinary life and career.

But there is a larger lesson in Dolly Parton’s story, particularly for communicators and business leaders.

Authenticity isn’t a communications strategy. It’s something you earn by consistently being who you say you are.

Dolly understood that instinctively. She was smart as a whip about business, but her success was never simply about building a brand. She built trust. She created jobs, supported education, invested in communities and used her success to help others through philanthropy and countless acts of generosity.

Just as important, she understood something many leaders struggle with today: when to speak and when not to. She rarely allowed herself to be pulled into the divisions of the moment simply because others expected her to take a side. When she did speak, it generally reflected the values she had demonstrated throughout her life.

She stayed true to herself, true to her fans and trustworthy to her business partners. She sought to bring people together regardless of race, creed, religion, economic circumstances or politics.

For communicators and business leaders, perhaps that is Dolly’s greatest lesson: Know who you are. Live your values consistently. Earn trust through your actions. Speak when you have something meaningful to contribute — and recognize that you don’t have to weigh in on everything.

That kind of authenticity can’t be manufactured by a communications campaign. It has to come from the core.

May we all learn something from the qualities that made Dolly Parton not only an extraordinary entertainer and businesswoman, but such a remarkable person.”

Dolly's example was also powerful because she refused many of the false choices imposed on women in leadership. She could be glamorous, funny and unabashedly feminine while also being a formidable businessperson who understood her value and wasn't afraid to own it.

Jennifer Kamienski, Executive Vice President at Coyne:

“Dolly Parton shows you don't have to choose between being feminine and being a feminist. You can still be ‘girly’ and have red nails and wear six-inch heels, while still commanding a boardroom. Whether you are in a room filled with men, women or a mix, if you have something to contribute, say it. As she puts it, ‘Go in with confidence. You got in the door because you deserve to be there. Don't forget that. And don't let it hit you on the way in.’ People will always try to shoot you down, so the real discipline is not doing it to yourself first. Growing up in a working-class family as well, I learned nobody was going to hold the door open for me, so I had to blow that door wide open and remember to help open it for others.

In our business, trust is built on being genuinely likable and approachable, someone brands feel safe putting themselves in the hands of, but that only holds up if you also have a life outside the business, because losing yourself in the job is what costs you the perspective to lead well. Dolly said it herself: ‘Don't get so busy making a living that you forget to make a life.’

Do it all with integrity, and a little rhinestone flash.”

Those rhinestones weren't a marketing invention. Neither were the hair, the humor or the Tennessee warmth. Dolly understood that being completely comfortable with the outward Dolly gave her tremendous freedom to focus on the substance underneath.

Michael Levine, Author, Authentic PR:

“Dolly Parton’s Golden Rule: Be Real—Not Noisy

Dolly Parton offers communicators and business leaders a master class in authenticity. She never confused sophistication with self-erasure. The rhinestones, humor, Tennessee warmth, and disarming candor were not marketing decorations; they were recognizable expressions of character. That consistency created something advertising dollars cannot purchase: trust.

Parton also understood that authenticity does not require commenting on every controversy. In an age when executives feel compelled to issue instant pronouncements on matters far beyond their competence, her restraint is instructive. Silence, when chosen thoughtfully, is not cowardice. It can be judgment.

The essential lesson is simple: know your values, speak in your own voice, and make certain your conduct supports your claims. Speak when your words can clarify, comfort, or contribute. Remain quiet when speaking would merely feed noise or flatter your ego.

Authenticity is not saying everything. It is ensuring that whatever you do say is unmistakably, consistently, and credibly yours.”

Dolly also possessed something especially valuable in today's unforgiving communications environment: the self-awareness to know her vulnerabilities before anyone else could weaponize them. Rather than hiding them, she owned them, laughed about them and made them part of who she was.

Emily Wenstrom, Senior Vice President, Stanton Communications:

“Dolly was eternally self-aware and uncompromising. One of her superpowers was in her ability to joyfully embrace what others would use to tear her down, from her love for head-to-toe rhinestones, to the big hair, to the plastic surgery. She showed up as her full self and never apologized for it, but always had a quip ready to disarm anyone who might try to use them against her—indicating she had a savviness that she never let get in the way of her authenticity. Her generosity showed in her actions as much as in her sharing of her whole self, and her consistency and warmth kept fans wholly enamored. As communicators, if we can emulate that openness, honesty, kindness, and consistency, we are sure to benefit the profession, our clients, and the world.”

And then there is perhaps the most surprising dimension of authenticity: when you truly know who you are, you are free to go somewhere nobody expects you to go.

Simon Erskine Locke, Founder & CEO, CommunicationsMatch™:

“As a stereophile, when friends visit I play a song by Celtic band Altan –The Pretty Young Girl. I ask them to identify the guest vocalist. It always takes a few minutes, but eventually they recognize Dolly Parton. No one gets it straight away, because few associate her with Irish music. It’s an exceptional performance. This was just one of many directions she was willing to take over her life. Authenticity is not about rewards. It is about being ourselves, especially when that’s not the obvious or easy choice.”

Dolly’s authenticity also meant having the confidence to surprise people, and sometimes, as Mary Beth West reminds us, the courage to stand your ground.

Mary Beth West, APR, FPRCA, Knoxville, Tennessee:

“In the context of teaching a young Southern girl – who watched ‘9 to 5’ for the first time in the 1980s – about the value of standing up for herself, I’ll never forget Dolly Parton’s scene in that iconic film, when she faced down Dabney Coleman’s character – the serial workplace sexual harasser and sociopath – by saying, ‘I’ll change you from a rooster to a hen with one shot!’ Dolly taught me that feminine fire and fury have their rightful place, especially when punctuated with the right words at the right moment. She was indeed poetry in motion.”

Mary Beth's memory adds another dimension to what made Dolly so powerful. Her warmth, humor and kindness never meant a lack of strength. She could be unmistakably feminine and, when the moment called for it, unmistakably fierce.

Maybe that is why we all loved Dolly. She never seemed to be performing authenticity for us. She was simply herself, whether she was singing country music, building a business, giving away books, supporting a cause, telling a joke, standing her ground or unexpectedly turning up on an Irish folk song.

Maybe that is why we all loved Dolly. She never seemed to be performing authenticity for us. She was simply herself, whether she was singing country music, building a business, giving away books, supporting a cause, telling a joke, walking into a boardroom in six-inch heels or unexpectedly turning up on an Irish folk song.

For an industry that spends enormous amounts of time helping organizations and leaders define their purpose, articulate their values, establish their voice and earn trust, Dolly Parton leaves us with something both simpler and much harder. She reminds us that authenticity begins with knowing who you are, that values mean very little unless people can see you living them, and that listening can sometimes be more powerful than speaking. She showed us that kindness and strength can coexist, that humor doesn't diminish authority, that relevance doesn't require reinvention and that having a voice doesn't mean you have to use it on every issue.

What is striking in all of these reflections is how often one word appears: trust. Dolly earned it not through a campaign or a carefully constructed public persona, but over a lifetime in which the person, the words and the actions remained remarkably aligned. People trusted Dolly because they had a pretty good idea of who was going to show up, and yet she never stopped surprising them, growing, experimenting or finding new ways to connect.

That may be one of the most important lessons she leaves communicators and business leaders. Trust isn't something we can manufacture through messaging, and authenticity isn't something we can suddenly declare when we need it. Both are earned slowly, through consistency, judgment, generosity, self-awareness and the courage to remain yourself even when being someone else might be easier.

We all loved Dolly Parton for a lot of reasons: the music, the humor, the rhinestones, the generosity, the extraordinary business savvy and the joy she seemed to carry with her. But underneath all of it was something even more powerful. Through decades of enormous fame and constant change, Dolly Parton made us believe that the person we saw was the person she really was, and for communicators, leaders and the rest of us, that's quite a legacy to live up to.