This study examines the impacts of self-(i.e., egoistic) versus other-(i.e., social) benefit frames used in organizational transparency messaging. While research in various strategic communication disciplines has presented organizational transparency as useful to achieving positive outcomes, limited empirical research on the effects of strategic decision-making around information presentation in transparency messaging has been conducted. The experiment used here shows that self- versus other-benefit message frames have meaningful implications pertaining to the perception of transparency and the formation of organizational trust among audiences. Specifically, we drew on prior theory to suggest that transparency messages that emphasize an organization’s commitment to the social good (i.e., other-benefit frames) are more likely to increase the perception of transparency and to elicit trust-based gains than transparency messages that emphasize the organization’s value to the self. The results of two experiments supported this contention. As such, we argue that message framing should be strategically implemented in order to support the effectiveness of transparent communication and enhance trust with stakeholders, an important goal for many organizations.
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