In an increasingly globalized and competitive world, transparency has become a fundamental value for corporations and organizations around the world. Today, publics increasingly value honesty and clarity in communication. According to a survey conducted by Sprout Social, 86% of consumers indicated that transparency in communication is a key factor in trusting a brand. In this context, SMEs are no exception, since transparency can be key to building trust among their customers and differentiating themselves from the competition.
But what does transparency really mean in corporate communication? In simple terms, it is about communicating clearly and honestly. This may involve, for example, explaining in detail the production process of the products or services that the company offers, providing information about the materials that are used, or even sharing financial data that allows customers to learn more about the health of the company. company.
There are many serious cases of brand crisis as a result of transparency problems in communication. Facebook: In 2018 it was revealed that the political consultancy Cambridge Analytica had used the personal information of millions of users without their consent. The company had hidden this practice from its users and regulators. The scandal caused a great loss of confidence in the company and a significant drop in its market value. Volkswagen: In 2015 Volkswagen admitted having installed illegal software in its diesel vehicles that altered the results of polluting gas emission tests. The company had withheld this information from regulators and the public. The scandal led to the resignation of Volkswagen’s CEO and a significant drop in the company’s sales. These are some examples of large corporations, with huge budgets in communication and that likewise have not been able to soften the impact on their image or on their finances.
Now, how can SMEs make this a differentiating value? First of all, it is important that the company has a clear transparency policy, which establishes the values and principles that it wants to promote. This may include, for example, the commitment to be honest in advertising and marketing, provide detailed information on production processes or even admit errors and be clear in cases of accidents or external events that involve us. This policy, above all things, brings the audience closer, since being transparent is similar to being close, giving a positive value to the company that takes this path.
Once the transparency policy is established, it is essential that the company communicates effectively with its audiences. This may involve, for example, providing detailed information on the website, publishing periodic reports showing the financial and operating results of the company, or using social networks to officially proclaim an event. The tools to be used can be diverse, but always keeping the objective clear and at the center of the strategy.
In summary, transparency is a key value for all companies, but with a greater incidence for SMEs, since it can generate trust and the value of differentiating themselves from larger companies, obtaining there an advantage in terms of the sense of closeness or affinity. . At the end of the day, transparency can be a worthwhile investment as it helps build a strong and sustainable brand image.
Strategic communication expert
Source: Ambito
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