Transparency

Lesson 1 Lesson Plan

Purpose

Materials

Learning objectives

  1. Explain the concepts of transparency, disclosure and deception.
  2. Show the connection between two-way communication and transparency.
  3. Use ethical codes as guides for ethical transparency and disclosure of information.
  4. Detail best practices for ensuring transparent communication in the public relations function.
  5. Apply the concepts of transparency, disclosure and deception to a case study.
  6. Differentiate among full disclosure, limited disclosure and deception within the context of transparency.

Key concepts

Activities

  1. Full or limited disclosure
  2. What information would you release? Why? To whom?
  3. The Flint, Michigan water case

Lesson 2 Lesson Plan

Purpose

Materials

Learning objectives

  1. Describe the role of transparency in CSR activities.
  2. Explain regulatory obligations as related to transparency.
  3. Name three agencies that regulate communication.
  4. Name three regulations that interact with transparency.
  5. Apply the regulatory obligations to a case study.

Key Concepts

Activities

  1. Who wants to be an agency millionaire?
  2. The Flint, Michigan water case

Resources

Module Overview

Lesson 1 will examine the topic of transparency through two different lenses – disclosure and regulatory obligations. The primary lesson will introduce the topic of transparency going through examples and definitions to better ground student understanding. Next, we will explain disclosure by detailing the differences between full and limited disclosure. The authors suggest using ethical codes, such as the Page Principles, as guides for determining what information to disclose and to whom. The primary lesson will end with a discussion of how two-way communication enhances transparency and best practices for how practitioners can improve transparency in their work.

The second lesson continues the examination of transparency by looking at corporate social responsibility (CSR) and regulatory obligations. An example of when CSR activities can lead to crisis and the role of transparency is provided. Transparency guidelines from the Page Principles and the Public Relations Society of America are discussed. The lesson concludes with how transparency is regulated by the government. Various regulatory agencies that affect public relations practice are highlighted.

Citations & Resources

Lesson 1

Balkin, Jack M., "How Mass Media Simulate Political Transparency" (1999). Faculty
Scholarship Series. Paper 259. Retrieved from:
http://digitalcommons.law.yale.edu/fss_papers/259

Ethicsinpr (n.d.). Retrieved from https://ethicsinpr.wikispaces.com/Transparency

Kruckeberg, D. (2014, August). Transparency and its vulnerabilities: trust must be the public relations goal of governments, civil society organizations and corporations. Retrieved from https://www.ipra.org/news/itle/transparency-and-its-vulnerabilities-trust-must-be-the-public-relations-goal-of-governments-civil-society-organizations-and-corporations/

Lukaszewski, J. (2014, Sept. 24). Disclosure and candor: The two most powerful ingredients of
trust. PRSAY. Retrieved from
http://prsay.prsa.org/2014/09/24/disclosure-candor-the-two-most-powerful-ingredients-of-trust/

Rawlins, B. (2008). Measuring the relationship between organizational transparency and employee trust. Public Relations Journal, 2, 1-21.

Zuk, R. (2011, September 14). The new network: Authenticity, anonymity and the digital divide. Retrieved from http://www.prsa.org/intelligence/tactics/articles/view/9393/1035/the_new_network_authenticity_anonymity_and_the_dig#.WFAb26KCP4k

Lesson 1 Case Study

“City of Flint.” Accessed November 20, 2015, https://www.cityofflint.com/.

Goodnough, Abby. 2016. "Flint Outbreak Was Treated with Silence. (cover story)." New York Times, February 23. A1-A14.

Folsom, Burton. “Billy Durant and the Founding of General Motors.” Accessed November 20, 2015, http://www.mackinac.org/article.aspx?ID=651.

U.S. Census Bureau. “QuickFacts: Flint city, Michigan.” Accessed November 20, 2015, http://www.census.gov/quickfacts/table/PST045215/2629000.

Bosman, Julie, Monica Davey, and Mitch Smith. "As Water Problems Grew, Officials Belittled Complaints from Flint." New York Times, January 21, 2016, A1(L).

The Associated Press. 2016. "A Timeline of the Water Crisis in Flint, Michigan." AP Regional State Report -Michigan.

Lin, Jeremy C.F.; Rutter, Jean; Park, Haeyoun (January 21, 2016). "Events That Led to Flint's Water Crisis." New York Times. Retrieved February 4, 2016.

GANTNews. “Flint Water Crisis Fast Facts.” Accessed November 20, 2015, http://gantdaily.com/2016/03/04/flint-water-crisis-fast-facts/.

Detroit Free Press (February 20. 2016). “What e-mails have shown us about Flint water crisis. Accessed December 20, 1016,  http://www.freep.com/story/news/local/michigan/flint-water-crisis/2016/02/19/flint-water-crisis-emails/80228582/.

CNN. “Flint Water Crisis Fast Facts.” Accessed December 12, 2016, http://www.cnn.com/2016/03/04/us/flint-water-crisis-fast-facts/.

Lesson 2

The Arthur W. Page Center for Integrity in Public Communication (2016). The Page Principles. Retrieved Dec. 7, 2016, from http://comm.psu.edu/page-center/about/arthur-w-page/the-page-principles

Balkin, Jack M., "How Mass Media Simulate Political Transparency" (1999). Faculty Scholarship Series. Paper 259. Retrieved from: http://digitalcommons.law.yale.edu/fss_papers/259

Cadbury, A. (2006). Corporate social responsibility. Twenty-First Century Society, 1(1), 5-21.

Choi, C. (2015, Nov. 25). AP Interview: Coke exec on 'adversarial' ties with critics. AP: The Big Story. Retrieved Nov. 8, 2016, from http://bigstory.ap.org/article/479df5d750db455b811c301fcf509b78/ap-interview-coke-exec-adversarial-ties-critics

Christian Aid (2004) Behind the Mask: The Real Face of Corporate Responsibility, London: Christian Aid.

Coca-Cola Company. (2012). Global pillars. Retrieved Nov. 8, 2016, from http://www.coca-colacompany.com/stories/global-pillars

Coca-Cola Company. (2016). Who We Are. Retrieved Dec. 7, 2016, from http://www.coca-colacompany.com/careers/who-we-are-infographic

Deziel, M. (2014). Women inmates separate but not equal. New York Times. Retrieved July 3, 2015, from http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html?_r=0#.VZbQnCu1L8s

Edelman (2013, July 1). Intellectual Property: Sponsored Content Report. Retrieved July 3, 2015, from http://www.edelman.com/insights/intellectual-property/sponsored-content-report/

Federal Trade Commission. (2009). FTC Publishes Final Guides Governing Endorsements, Testimonials. Retrieved from https://www.ftc.gov/news-events/press-releases/2009/10/ftc-publishes-final-guides-governing-endorsements-testimonials

Kruckeberg, D. (2014, August). Transparency and its vulnerabilities: trust must be the public relations goal of governments, civil society organizations and corporations. Retrieved from https://www.ipra.org/news/itle/transparency-and-its-vulnerabilities-trust-must-be-the-public-relations-goal-of-governments-civil-society-organizations-and-corporations/

Lukaszewski, J. (2014, Sept. 24). Disclosure and candor: The two most powerful ingredients of trust. PRSAY. Retrieved from http://prsay.prsa.org/index.php/2014/09/24/disclosure-candor-the-two-most-powerful-ingredients-of-trust/

McWilliams, A. Siegel, D., & Wright, P. (2006). Corporate social responsibility: Strategic implications. Journal of Management Studies, 43, 1-18.

Moses, L. (2014, June 14). New York Times debuts the 'Snowfall' of native ads.  Digiday. Retrieved July 3, 2015, from http://digiday.com/publishers/new-york-times-native-ad-thats-winning-skeptics/

O’Connor, A. (2015, Aug. 9). Coca-Cola Funds Scientists Who Shift Blame for Obesity Away From Bad Diets. New York Times, Retrieved Nov. 8, 2016, from http://well.blogs.nytimes.com/2015/08/09/coca-cola-funds-scientists-who-shift-blame-for-obesity-away-from-bad-diets/?_r=0

Orlitzky, M. Schmidt, F. L. & Rynes, S. L. (2003). Corporate social and financial performance: A meta-analysis. Organization Studies, 24, 403-441.

Public Relations Society of America (2015).  PRSA Member Code of Ethics. Retrieved from http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish#.VYQxp-vsfHM

Public Relations Society of America. (2005). Professional Standards Advisory PS-6: Disclosure By Expert Commentators And Professional Spokespersons of Payments or Financial Interests. Retrieved from http://www.prsa.org/AboutPRSA/Ethics/EthicalStandardsAdvisories/Documents/PSA-6.pdf

Public Relations Society of America. (2008). Professional Standards Advisory PS-9: Pay for Play. Retrieved from http://www.prsa.org/AboutPRSA/Ethics/EthicalStandardsAdvisories/Documents/PSA-09.pdf

Public Relations Society of America. (2009a). Professional Standards Advisory PS-11: Professional Conflicts Of Interest. Retrieved from http://www.prsa.org/AboutPRSA/Ethics/EthicalStandardsAdvisories/Documents/PSA-11.pdf

Public Relations Society of America. (2009b). Professional Standards Advisory PS-10: Phantom Experience: Inflating Resumes, Credentials and Capabilities. Retrieved from http://www.prsa.org/AboutPRSA/Ethics/EthicalStandardsAdvisories/Documents/PSA-10.pdf

Public Relations Society of America. (2010). Professional Standards Advisory PS-15: Looking the Other Way. Retrieved from http://www.prsa.org/AboutPRSA/Ethics/EthicalStandardsAdvisories/Documents/PSA-15.pdf

Public Relations Society of America. (2015). Public Relations Society of America (PRSA) Member Code of Ethics, Statement of Professional Values, and Code Provisions of Conduct. Retrieved from http://www.prsa.org/AboutPRSA/Ethics/documents/Code%20of%20Ethics.pdf

Sebastian, M. (2014, August 5). New York Times tones down labeling on its sponsored posts. Advertising Age. Retrieved July 3, 2015, from http://adage.com/article/media/york-times-shrinks-labeling-natives-ads/294473/

Security and Exchange Commission. (2010). Final Rule: Selective Disclosure and Insider Trading. Retrieved from http://www.sec.gov/rules/final/33-7881.htm

Security and Exchange Commission. (2012). SEC Charges Public Relations Executive With Insider Trading in Client's Stock. Retrieved from http://www.sec.gov/News/PressRelease/Detail/PressRelease/1365171484464

Zuk, R. (2011, September 14). The new network: Authenticity, anonymity and the digital divide. Retrieved from: http://www.prsa.org/Intelligence/Tactics/Articles/view/9393/1035/The_new_network_Authenticity_anonymity_and_the_dig#.WBtS-6KCP4l

Lesson 2 Case Study

GANTNews. “Flint Water Crisis Fast Facts.” Accessed November 20, 2015, http://gantdaily.com/2016/03/04/flint-water-crisis-fast-facts/.

Ellis, Ralph; Ganim, Sara. “Flint Learns of Legionnaires’ Disease Spike as Water Crisis Continues.” CNN. Accessed Dec. 13, 2016, http://www.cnn.com/2016/01/13/health/flint-michigan-water-crisis/index.html.

City of Flint. “State of Emergency Declared in the City of Flint.” Accessed November 20, 2015, https://www.cityofflint.com/state-of-emergency/.

CNN. “Flint Water Crisis Fast Facts.” Accessed December 12, 2016,  http://www.cnn.com/2016/03/04/us/flint-water-crisis-fast-facts/.

Walker, Heather. January 18, 2016. Snyder Doesn’t Have to Release Flint Emails under FOIA. WOODTV. Accessed December 20, 2016 http://woodtv.com/2016/01/18/snyder-doesnt-have-to-release-flint-info-under-foia/.

Egan, Paul and Gray, Kathleen. January 20, 2016. Snyder Apologizes for Flint Crisis, to Release E-mails. Detroit Free Press. Accessed December 20, 2016, http://www.freep.com/story/news/local/michigan/flint-water-crisis/2016/01/19/snyder-address-flint-water-shut-offs-tonight/78994522/.

Livengood, Chad. April 15, 2016. Snyder’s Office Releases 127K Pages of Flint Emails. Accessed December 20, 2016, http://www.detroitnews.com/story/news/michigan/flint-water-crisis/2016/04/15/snyders-office-releases-pages-flint-emails/83098398/.

Daly, Matthew. December 16, 2016. House GOP Quietly Closes Flint. Mich. Water Investigation. Associated Press. Accessed December 20, 2016, http://abcnews.go.com/Politics/wireStory/dem-lawmaker-michigan-gov-snyder-stonewalling-flint-44240212.

Module Developer

Brigitta Brunner

Dr. Brigitta Brunner

Professor , Auburn University

Brigitta Brunner, Ph.D., is a professor in the School of Communication & Journalism at Auburn University.  She has been on faculty at Auburn since 2002 and teaches public relations courses at both the graduate and undergraduate levels.  Brunner earned her B.A. in marketing communications at Juniata College (1993), her M.A. in communication at Auburn University (1995), and her Ph.D. in mass communication with a concentration in public relations at the University of Florida (2000). 
 
Her research interests include public relations ethics, education, diversity, civic professionalism, and civic engagement.  Her edited book about community and civic engagement in the liberal arts, Creating Citizens: Liberal Arts and Community & Civic Engagement in the Land-grant Tradition was published by the University of Alabama Press in May 2016.  Her second edited book, The Moral Compass of Public Relations, examines the role civic professionalism, ethics, CSR, and public communication play within public relations and is forthcoming with Routledge.

Brunner serves as president-elect of the East Alabama chapter of the Public Relations Council of Alabama. She was inducted into the Auburn University College of Liberal Arts’ Academy of Outstanding Teachers in 2015 and was named Educator of the Year by PRCA in 2013. 

Corey Hickerson

Dr. Corey Hickerson

Associate Professor, James Madison University

Corey A. Hickerson, Ph.D., joined the School of Communication Studies faculty at James Madison University in 2005. He is an associate professor and teaches in the public relations area. For five years, he has coordinated the public relations concentration: the largest in the School. Recently, he was named the JMU Carl Harter Distinguished Professor for his teaching expertise. In the same year, he won the Center for Instructional Technology’s Learning with Technology award.

Hickerson’s research interests involve public relations education and the use of technology in public relations. His research has resulted in numerous academic presentations and publications. His most recent publications include a paper about public relations educators’ work calling published in Public Relations Review and another about student speaking assessment published in Assessment in Education: Principles, Policy & Practice. He has also published in The Journal of Scholarship of Teaching and Learning, Communication Research Reports, The International Journal of E-learning, and PRism.

He was an officer in the public relations divisions of the National (U.S.) Communication Association and the Southern States Communication Association. For two years, he served as the national association’s public relations nominating officer.  In the regional association, he was the public relations division’s chair.

Next Page: Lesson 1: Transparency and the Disclosure of Information