Crystal Borde is a vice president and community-driven communications practice lead at Vanguard Communications.
Trust is one of the most valuable assets communicators have. It takes years to build, moments to lose and can be difficult to regain.
That’s especially true when working with celebrities, influencers, spokespersons, community leaders and other high-profile individuals whose participation can significantly elevate a campaign, event or cause.
Recent headlines involving artists withdrawing from the Freedom250 concert series after alleging they were not fully informed about the nature of their participation offer a reminder of a fundamental communications principle. While the details of any specific situation may be disputed, the broader lesson for communicators is clear. People deserve the information they need to make informed decisions about whether to lend their name, reputation and influence to a project or organization.
We’ve seen versions of this scenario play out repeatedly. Influencers face backlash over partnerships they didn’t fully vet. Athletes and entertainers become associated with causes or events that later prove more controversial than expected. While the circumstances differ, the pattern is often the same: Participants believed they were signing up for one thing and later discovered it was something different.
Transparency isn’t just ethical. It’s strategic.
Communicators are often focused on securing participation, confirming talent and meeting deadlines. In fast-moving environments, there can be pressure to emphasize the most appealing aspects of an opportunity while minimizing potential points of controversy or sensitivity.
That approach may generate a short-term “yes,” but it creates long-term risk.
When participants later discover information that wasn’t disclosed upfront — whether it’s the event sponsor, organizational affiliations, audience composition, political connections, financial relationships or other material details — they may feel surprised, frustrated or even misled.
Even if the omission was unintentional, the damage may be significant. The result can be public withdrawals, negative media coverage, strained relationships and reputational harm for everyone involved.
Reputation flows both ways
Communications professionals are often focused on what a high-profile partner can bring to an initiative.
We think about their audience, credibility, influence and ability to attract attention. We focus on the value they bring to our clients and campaigns.
What we don’t always consider is what the relationship may cost them.
Every endorsement, appearance or partnership carries reputational risk. An individual may face criticism from fans, stakeholders, media outlets, advocacy groups or their own professional networks based on their association with a particular organization, issue or event.
Even if financial compensation is provided, for celebrities, influencers and community leaders, their brand and image are far more valuable than dollars. Just as communicators work to protect the reputation of our clients, we have a responsibility to recognize and respect the reputational considerations of the people we ask to participate.
Transparency is ultimately about allowing people to properly assess both the opportunities and the risks. When we provide complete information upfront, we demonstrate respect for their agency and help them make informed decisions about whether a partnership aligns with their values, goals and public identity.
The strongest partnerships are not built on persuasion alone. They are built on informed consent and mutual trust.
Too often, communicators view celebrity and influencer engagement as something people do for us. In reality, it is a shared reputational partnership. The moment someone lends their name to an initiative, they assume risk alongside the organization. That reality deserves the same level of consideration we give to our clients’ interests.
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The role of communicators is to reduce surprises
One of the most important responsibilities of a communications professional is helping stakeholders understand exactly what it is they are agreeing to.
That means asking ourselves a simple question before every outreach effort:
“If this information became public tomorrow, would the participant feel fully informed about their decision to participate?”
If the answer is no, more transparency is needed.
This does not mean overwhelming people with unnecessary details. It means sharing information that a reasonable person would consider relevant when deciding whether to participate.
Before securing participation, communicators should be prepared to disclose:
- Who is sponsoring the event or initiative.
- Who else is involved.
- The goals and intended outcomes.
- Potential political, social or reputational sensitivities.
- How their name, likeness or participation will be used.
- Media expectations and visibility.
Providing this context up front helps avoid misunderstandings later.
Trust extends beyond a single project
Success isn’t securing participation in a single campaign. It’s building a relationship that lasts beyond it.
High-profile partners remember how they were treated — and so do their agents, managers and advisors.
When communicators are transparent, even about information that may make participation less likely, they build credibility. People learn that they can trust the information being provided. That trust often increases the likelihood of future collaborations.
The opposite is also true. When individuals feel they were misled, they are less likely to engage again and more likely to share their negative experience with others.
Transparency protects everyone
Transparency is not about politics, ideology, or whether an organization is viewed favorably or unfavorably.
The same principle applies regardless of the sponsor, cause, organization or event.
People have different values, priorities and comfort levels. Our role as communicators is not to make those decisions for them. Our role is to ensure they have the information necessary to make those decisions themselves.
Too often, communicators think of transparency as a way to protect the organization.
In reality, transparency protects everyone involved. It protects clients from avoidable crises, communicators from damaged credibility and participants from finding themselves unexpectedly associated with something that creates professional or personal reputational challenges.
When we lead with honesty and transparency, we do more than avoid controversy. We build the trust that makes partnerships possible in the first place.
In a time when public trust is increasingly fragile, that may be the most important job communicators have.
