One ethical principle that applies to the use of digital communication technologies in public relations is the transparency principle. Being open and honest in communication is what it means to be transparent, especially when sharing information that could affect how an audience interprets or makes decisions. In the context of digital communication technology, transparency is the practice of public relations professionals making it clear where the information they share comes from, what they’re communicating about, and if there are any potential conflicts of interest. This includes speaking the truth about paid endorsements, sponsored content, and other marketing messages. By upholding the idea of openness, PR professionals can help their audience trust them and avoid dishonest or deceptive behaviour that could hurt their reputation and undermine their efforts.

Transparency is one of the fundamental ethical principles of public relations, according to the Calgary public relations society (CPRS). This tenet emphasizes the importance of being truthful and open in all forms of communication, including interactions and digital communication. In the context of digital communication technologies, the growing popularity of social media and influencer marketing underscores the significance of transparency. PR professionals face a challenge in the complex world of paid endorsements, sponsored content, and other marketing communications that can be mistaken for accurate, unbiased information. Public relations professionals must provide any and all relevant information about their messages’ origin and purpose. In the end, the objective is to establish credibility and trust with the audience, which are essential for digital communication.

Why is transparency important?

Enhances Trust: PR professionals can earn the audience’s trust by communicating with them in an open and honest manner. In the digital age, where misinformation and disinformation can spread quickly and where trust in traditional institutions and information sources is declining, this is especially critical.

Preserves Credibility: Maintaining credibility in the eyes of the audience necessitates transparency. PR professionals can avoid being perceived as biased or deceptive by disclosing pertinent information about the source and purpose of their communication, as well as any potential conflicts of interest.

Makes Decisions Based on Information PR professionals can assist in preventing confusion, misinformation, and unintended consequences that can result from incomplete or biased information by providing the audience with all the information they require to make educated decisions.

Encourages Ethical Behaviour: Public relations professionals can demonstrate their commitment to ethical practice and responsible communication by adhering to transparency, which is one of the fundamental ethical principles. In conclusion, the importance of the transparency principle lies in its support for trust, credibility, well-informed decision-making, ethical behaviour, and the application of digital communication technology in public relations.

why discuss this principle?

throughout my degree I had the pleasure of learning numerous ethical principles that are associated within the field of pr, and received an award on a short essay discussing the importance of ethics within the large scope of communications. The pursuit of a successful public relations career couldn’t be accomplished without the ethical principle of transparency