“…However, within these approaches transparency rarely gets a thorough analysis. Although the concept of transparency is generally ascribed to the idea of mutual exchange and comprehensibility, inspired by J. E. Grunig (1992), the PR literature quite often uses simplistic definitions and characterizes transparency as honest communication (Liu & Horsley, 2007), the opposite of manipulation, bias, and advertising (Pratt & Adamolekun, 2008;Signitzer & Prexl, 2008) or information sharing (Yang & Lim, 2009). In recent research papers, transparency is operationalized empirically as information giving (Chen, Cheong, & Li, 2010;Park & Hon, 2010), which indicates that when analyzed empirically, the underlying communication model is still information provision.…”