Trust, Tone and Transparency: Lessons from Four PR Cases

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Importance of Transparency and Tone

There are many instances when industries and organizations face consequences for speaking out or remaining silent. Each of the four cases might seem unrelated, but they can each illustrate a similarity within all of them. In the world of public relations today, it’s about tone and transparency as well as delivering information, which is why it matters. 

The Line Regarding Backlash and Boldness

Fetterman and Ryanair illustrate the contrasting approaches to risk-taking style in communication. With Ryanair, their continuous rudeness keeps their name in the papers and headlines, but it makes customers feel alienated when they expect kindness and respect from other brands (VanSlette & McClain, 2018). Fetterman’s trolling, which is humorous against his opponent, created a resonance because it felt genuine and was a part of himself (VanSlette, 2023). These two cases suggest that tone is powerful when it is presented authentically to the public. 

Crisis Currency as Transparency 

When it comes to crises, transparency becomes the currency of trust. The Disneyland measles outbreak revealed that, with their vague statements and delays, people began to harbor suspicions. Public health experts argue that clear communication helps reduce confusion and misinformation, which can aid in rebuilding confidence (Aylesworth-Spink, 2016). On the other hand, United Airlines responded defensively when the scandal went viral, prioritizing liability over empathy. This resulted in a decline in reputation due to the outrage on social media (Associated Press, 2017). As discussed by the Public Relations Society of America, organizations are better positioned to maintain stakeholder trust during uncertain times if they provide timely, transparent, and authentic information. 

Creating Trust in a Scrutinized World 

A broad takeaway is that communication is not simply about content, but rather about the values inherent in performances. Whether someone is trying to engage voters or manage a corporation's missteps, organizations are judged and looked at based on transparency and consistency. The question PR professionals need to ask themselves is: Does our response demonstrate the trust we want to build? 

The cases remind us that the public is always expecting more than sophisticated statements. They want accountability and honesty. For brands and leaders, trust is fragile, but if it’s earned through transparency, it can be enduring. In today’s world of nonstop news cycles and social media virals, one misstep can be spread across the globe in hours, with hardly any time for correction. The reality is that communicators need to expect scrutiny and make sure to prepare responses that address the immediate issue and resonate with values in the long term. By creating trust and transparency within their communication strategies, they are moving beyond crisis management to relationship building, which creates opportunities to strengthen credibility with their stakeholders. 

References 

Associated Press. (2017, April 11). United Airlines apologies after passenger dragged

off plane. AP News. https://apnews.com/article/01bf37fd33f04cc7a097c9cce5d557fe?utm_source

Frazier, B. R., & Fellows, K. L. (2019, June). Flying the Unfriendly Skies. International Journal of Social Science and Business, 4(2), 99-106. https://www.ijssb.com/images/vol4.no.2/7.pdf

PRSA. (n.d.). Trust and transparency in times of crisis. Public Relations of  America. Retrieved 

August 2025, from

https://www.prsa.org/article/trust-and-transparency-in-times-of-crisis

Spink, S. A. (2016, August 29). Protecting the Herd: An Analysis of Public Relations Responses to the 2015 Measles Outbreak Originating at Disneyland and Disney California Adventure Park. Case Studies in Strategic Communication, 5, 192-219. https://cssc.uscannenberg.org/wp-content/uploads/2016/08/v5art10.pdf

VanSlette, S. (2023). Trolling and sick burns: John Fetterman’s winning social media 

Strategy against Mehmet Oz in the 2022 Pennsylvania Senate campaign. Case Studies in

Strategic Communication, 8, 1-20. 

VanSlette, S., & McClain, M. (2018). The case of Ryanair: Demonstrating the benefits

and the limits of incivility. Case Studies in Strategic Communication, 7, 36-55.

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