Multi-method analysis of transparency in social media practices: Survey, interviews and content analysis

Marcia W. DiStaso, Denise Sevick Bortree

Research output: Contribution to journalArticle

38 Scopus citations

Abstract

With the decline of public trust in corporate America, organizations must consider ways to improve their relationships with key publics. One of the best strategies to build trust is through engaging in transparent communication (Rawlins, 2009). The increase in the popularity of social media has brought both challenges and opportunities for organizational transparency. This study used multiple methods to explore whether public relations professionals believe they are using social media to communicate transparently, to investigate how social media can be used to improve transparency along with its benefits and challenges, and to identify how transparency is used in social media campaigns.

Original languageEnglish (US)
Pages (from-to)511-514
Number of pages4
JournalPublic Relations Review
Volume38
Issue number3
DOIs
StatePublished - Sep 1 2012

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All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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