Transparency and Handling

Transparency happens to be the number one search term for this blog. Don’t ask me how it happened. I’ll simply say that I talk about honesty and transparency quite a bit. The reason is that it is the cornerstone for business and brand.

Today at the Interact 2008 conference, AOL founder Ted Leonsis dropped a bomb on a largely communications oriented audience. Having a “special place in my heart” for public relations and marketing, I can tell you that your industry is the one that is most in need of transparency.

Of course, your industry is not the only one needing transparency. Anyone in business needs transparency as it is the cornerstone of trust and brand loyalty. However, public relations more than any other industry in my book needs to be transparent. Transparent with customers. Transparent with the press and bloggers. Transparent with clients.

Ted notes that many of your [Public Relations] clients are asking for handling. What they don’t realize is that the more handling they have, the more they will be rejected.

Pure and simple, handling eliminates flaws. It’s the photoshopped model on the magazine cover. It’s plastic. It’s memorex. And, let’s be honest, consumers see right through it. It’s deceptive and in todays age of user-centric communications, plastic is the downfall of traditional communications. It’s all about transparency.

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