While the importance of transparency is widely acknowledged, communications practitioners may not completely understand the different dimensions of transparent communication beyond being truthful and making information visible.

There is a concern among practitioners that the misuse of new hybrid content may mislead the reader, jeopardize the organization’s reputation and affect the credibility of the media.

Interviews of Finnish communication professionals suggest that advertorial tactics are outdated, and the value of new hybrid forms of content for organizations comes from transparency, visibility and expertise in the consumer-relevant content themes, which may even increase the credibility of the brand.