To be or not to be… accountable - that is the question. Accountability lies at the core of relevant corporate content and behind any serious effort to communicate, there must be a genuine wish to inform.
Sharing information reflects an interest in the opinion audiences build about us. If we share substantive and truthful information about us, a true and fair account will emerge of what we do, with reputational benefit as a result.
If we tell a story of shaky facts to create an image that distorts reality, our standing will enjoy a sugar high that will easily come down to earth as soon as someone cries out that the emperor is wearing no clothes.
When the stakes are high, isn’t it safer to play the accountability card?