Прозрачността в дейностите по връзки с обществеността - основен принцип за ефективна комуникация и изграждане на обществено доверие
Transparency in public relations activities – a basic principle for effective communication and building public trust

Summary/Abstract: Transparency in communication is a widely accepted idea that implies open and honest communication, which is not only morally right, but also makes sense from an organizational perspective. The article considers transparency in PR activities as a basic prerequisite for increasing trust in the organization and the community’s commitment to it. The report draws attention to ethical PR practices through the prism of the triad of transparency – credibility – trust in communication with various stakeholders.

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