Building integrity online

Communication World, May-June, 2005 by John Denevey

The Internet may best demonstrate the benefits of candor and the cost of violating public trust. It provides greater access and power to a public that increasingly demands that organizations not only do their jobs well, but also do them with integrity.

Candor is a prerequisite for online success. In fact, the effectiveness of Internet marketing ties directly to the trust and credibility that exists with an audience. The tremendous capabilities of direct e-mail campaigns depend on earning the consent and trust of the target audience.

Taking the initiative to share information honestly is a hallmark of progressive organizations. And if altruism is not incentive enough, those qualities deliver credibility and huge dividends in both the bank of goodwill and the bottom line.--J.D.