Monday
Aug272007
Think twice about transparency because we can see right through you
Monday, August 27, 2007 at 08:15PM
Transparency remains a big issue in current public relations. It is commonly accepted good practice to be forthcoming about who you are and who you represent. Yet, each day it seems I read about another top agency or organization that has been caught using deceptive practices.
Knowledge is power, and since Web 2.0 offers collective knowledge to everyone online, consumers and stakeholders now have the power in our mutually beneficial relationships. So if you do not maintain transparency for the simple fact that it's good ethical conduct, perhaps the fact that you will most likely get caught if you are deceptive will be motivation enough.
Case in point: Comcast's PR agency
The Consumerist reported that Comcast's agency was caught posing as fans on message boards in an effort to promote the "Big Ten" channel. Fake message posts were traced to Martin Waymire Advocacy Communications. Sports fans were not fooled. Responses to the agency posts on message boards included, "How much is Comcast paying you, Flunkee?" and "Screw Comcast! They suck! Their product sucks! I have never heard a good thing about them! They suck! Did I tell you that Comcast sucks?"
Knowledge is power, and since Web 2.0 offers collective knowledge to everyone online, consumers and stakeholders now have the power in our mutually beneficial relationships. So if you do not maintain transparency for the simple fact that it's good ethical conduct, perhaps the fact that you will most likely get caught if you are deceptive will be motivation enough.
Case in point: Comcast's PR agency
The Consumerist reported that Comcast's agency was caught posing as fans on message boards in an effort to promote the "Big Ten" channel. Fake message posts were traced to Martin Waymire Advocacy Communications. Sports fans were not fooled. Responses to the agency posts on message boards included, "How much is Comcast paying you, Flunkee?" and "Screw Comcast! They suck! Their product sucks! I have never heard a good thing about them! They suck! Did I tell you that Comcast sucks?"
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