Lessons in Transparency: Why It Matters More Than Ever

Introduction
Transparency has never been just an option in strategic communication. It is a foundational principle. Whether in moments of celebration or in times of crisis, open and honest communication builds trust, prevents confusion, and helps protect the long-term integrity of any institution.

During my time as Vice President for Communications and Marketing at Limestone University, I faced many challenges that tested the importance of transparency. Whether responding to reported issues involving staff, managing communications during natural disasters, addressing the tragic loss of students, or guiding messaging through uncertain times, I learned that transparency is not about sharing everything. Instead, it means communicating the right information with clarity, context, and care.

1. When the Actions of One Can Affect the Whole
During my time at Limestone, we faced at least one difficult situation involving a former staff member whose alleged conduct was reported to have caused harm within the university community. Although the actions were attributed to one individual, the impact was felt throughout the entire institution.

When personnel members fall short of institutional values, whether through negligence, misconduct, or inappropriate behavior, it can significantly damage the trust that students, families, alumni, and community members place in the university. Even as details were still emerging, it was clear that transparency would be essential to maintain credibility.

Our approach, grounded in legal and communication best practices, was to address the situation carefully and responsibly. We acknowledged the seriousness of what had been reported, shared what we could, and communicated the steps the university was taking to address the issue and help prevent future incidents.

The Public Relations Society of America notes that withholding information during a crisis often invites speculation and media scrutiny. Conversely, a timely and responsible acknowledgment of facts, framed with empathy and supported by action, helps restore a sense of control and accountability.

Transparency in this case did not mean sharing everything immediately or in detail. It meant being honest within legal limits and reaffirming our commitment to the safety and well-being of all members of the university community. The institution’s integrity required it, and those affected deserved nothing less.

2. Communicating During a Natural Disaster
When a hurricane impacted our region, the importance of clear and timely communication became even more evident. In emergencies, people look to their institutions for guidance, safety updates, and reassurance.

Our team made sure information was shared regularly and consistently across email, text, social media, and our website. We explained what we knew, what we were still learning, and what actions were being taken. This approach reflected best recommended practices from emergency response agencies, which emphasize consistency, clarity, and accessibility during times of crisis.

Transparent communication in these moments does more than inform. It calms fear, encourages preparation, and reinforces confidence in leadership.

3. Addressing Tragedy With Compassion and Truth
The loss of a student is one of the most heartbreaking challenges any university community can face. At Limestone, we experienced this grief more than once. In each instance, I believed that our role as communicators was not only to inform, but also to honor those we lost and support those left behind.

We worked closely with families, the president’s office, and student affairs to ensure that our messaging was respectful, accurate, and compassionate. We avoided speculation, provided available facts, and guided our community to resources for counseling and support.

The higher education communications field consistently affirms that transparency during tragedy must be approached with great care. People deserve the truth, but they also deserve sensitivity. When done right, open communication fosters healing and strengthens community bonds.

4. Communicating Through Uncertainty
One of the most challenging periods of my career involved navigating the closure of an institution that meant so much to so many. It was a deeply emotional experience that affected students, faculty, staff, alumni, and the broader community. For me and my team, the responsibility of helping others understand what was happening weighed heavily. Throughout this period, we worked relentlessly to share accurate and timely information based on what we were told and what we were given clearance to release.

In times of uncertainty, communications teams often relay difficult and urgent questions, especially from the media. Yet in many organizations, responses may be delayed, incomplete, or never provided. Despite these challenges, effective communicators remain committed to clarity, consistency, and professionalism. Even when information is limited, the way it is conveyed still has the power to shape trust and maintain calm.

Moments of significant change, regardless of the circumstances, call for a thoughtful communication approach. The best practices in our field emphasize the importance of honesty, empathy, and clarity. Even when full transparency is limited or perhaps deliberately restricted, communicating with integrity and ensuring others feel respected and informed remains essential.

5. When Communications Leaders Face Limits
In many organizations, communications leaders sometimes find their recommendations for transparency constrained or overridden by senior decision-makers. This is a common reality, as leadership must weigh a range of factors including legal risks, financial implications, and broader strategic considerations that may not be fully visible to the communications team.

At times, communicators may disagree with those decisions or feel that leadership is not being as forthcoming as they should be. This can happen when leaders choose to withhold information, whether to protect the institution, manage perceptions, or for reasons that may not be fully transparent to others. While such decisions are often made in complex situations, whenever possible, honesty and openness should remain a priority.

Communications professionals have an important role as ethical advisors. Advocating for honesty, clarity, and openness remains essential, even if the final message is shaped by others.

The Institute for Public Relations and other industry bodies emphasize that communicators should serve as trusted counselors within their organizations, consistently raising the importance of transparent practices. When control is limited, maintaining integrity and advocating for transparency behind the scenes can still have a meaningful impact.

Conclusion
Transparency is not simply a communication tactic. It is a leadership value that builds long-term credibility, even when the message is difficult to hear. Throughout my career, I have learned that clear, honest communication does not mean oversharing or ignoring nuance. It means standing in truth, providing context, and delivering information in a way that respects all audiences.

As communications leaders, we may not always control the final message, but we always have a responsibility to advocate for what is right. Stakeholders such as students, parents, alumni, media, and the broader public deserve our honesty. Even in moments when transparency is limited by others, we can still work to build trust through integrity, empathy, and clarity.

In a world full of noise, the truth still cuts through. When communicated well, that truth is one of the most powerful tools we have.