Transparency

=Definition=

Transparency (tran(t)s-ˈper-ən(t)-sē) n. trans•par•en•cy 1 : something transparent; especially : a picture (as on film) viewed by light shining through it or by projection 2 : the quality or state of being transparent

Transparent (tran(t)s-ˈper-ənt) adj. 2 a : free from pretense or deceit b : easily detected or seen through c : readily understood d: characterized by visibility or accessibility of information especially concerning business practices

//Transparent behaviour// can be defined as conduct that presumes open and honest communication, full disclosure of information and provides a reasonable expectation of straightforward exchange when parties have a legitimate stake in the possible outcomes or effects of the communicative act.

=Philosophy and Ethics=

Philosophically, the notion of transparency is rooted primarily in the work of Immanuel Kant. Kant linked the concept of integrity of action to that of human dignity. The concept of transparency is intertwined with the Kantian duty of acting in ways that respect an individual’s rational capacity and their free will to exercise that rationality. Truth is important not because lying and deception result in bad things but because it demonstrates respect for everyone with whom we communicate.

In his Metaphysics of MoralsKant set forth a theory of human dignity. This theory argues that humans by their very nature require respectful treatment. Kant said that true moral beings should attempt to go even further and seek to advance the interests of others. Only by being upfront about our intents and purposes, by being transparent, can we accomplish these objectives.

=Implementation=

Transparency is a widely accepted ideal that involves an open, honest and accessible approach to communication. Organizations of all types are reporting on social, ethical and environmental impacts. The drivers for this disclosure include reputation enhancement, demonstrating an ethical position to stakeholders and meeting investor demand for performance information.

Failing to be open and honest about the organization and its practices can be harmful to the organization and undermine its image. Not only is transparency morally correct but it makes sense from a business perspective. A client’s perception of an organization as being honest and truthful may influence their decision of where to do business and affect overall satisfaction with the organization. Transparency can enhance the organization's credibility, the public's trust and the community's commitment to the organization.

Situations related to disclosure typically fall under three relationship arenas: __client-organization__ – truthful and full disclosure of information is fundamental to this relationship. __employee-employer__ – transparency of information regarding organizational practices, decisions and employee expectations can enhance employee morale and commitment. __community-organization__ - transparency can enhance the organization’s credibility, the public’s trust and the community’s commitment to the organization.

New communication technologies allow for the rapid, global diffusion of ideas. The increased activity and prominence of Web-based communication, media watchdog groups and independent bloggers have contributed to the intense public scrutiny of organizational behaviour. Ethically employed, these new technologies currently being used by organizations are ideal for transparency and achieving openness and are the best way to build public trust and accountability.

Elements of the Kantian approach are apparent in the ethics codesof the prominent organizations representing public relations professionals across North America and throughout the world. Kant is not directly referred to in any of these organizational codes, yet his humanity principle is implicit in each statement.

The code of ethics adopted by the Public Relations Society of America (PRSA) lists “disclosure of information” as a key provision. PR practitioners can build public trust “by revealing all information needed for responsible decision-making,” and the code urges them to “avoid deceptive practices and reveal the sponsors for causes and interests represented."
 * __Public Relations Society of A merica __**

Under the Code of Ethics for Professional Communicators adopted by the International Associations of Business Communicators (IABC) members of IABC will adhere to the articles of the IABC Code of Ethics for Professional Communicators. Article number one; Professional communicators uphold the credibility and dignity of their profession by practicing honest, candid and timely communication and by fostering the free flow of essential information in accord with the public interest.
 * __International Association of Business Communicators__**

The most comprehensive approach to transparency has been put forth by The International Public Relations Association (IPRA). In 2001 IPRA launched a campaign to reduce the incidence of unethical communication between public relations practitioners and the media. The Media Transparency Chartersets international standards of ethical behaviour and has been adopted by practitioners in more than 100 countries, and estimated 250 thousand public relations professionals worldwide.
 * __Interntional Public Relations Association__**