Introduction: The Glass House of Business.

Part One: Strategy.

1. What Is Transparency? A Working Defi nition.

2. Someone May Be Looking: Transparency Done Right and Wrong.

3. Do You Have What It Takes? Characteristics of Transparent Organizations.

Part Two: Tactics.

4. From Prospects to People: Why Opaque Selling Doesn’t Deliver Long-Term Return on Investment.

5. Follow the Money: Financial Communications.

6. When Things Go Bad: Transparency During a Crisis.

7. Exposing the Company to the Employees Who Make It Work: Internal Transparency.

8. Meet the Press: Traditional Public Relations and Media Relations.

9. The View from the Top: The Role of Leadership.

10. En-Gauge the Conversation: How Issues Blogs Show People You’re Listening.

11. From the Inside Looking Out: Employee Involvement.

12. Transparency Beyond Text: How Audio, Video, and Interactive Media Build Trust.

13. Profi le and Privacy: Transparency in Social Networks.

14. The Case for Face-to-Face: Transparency in Person.

Part Three: Making It Real.

15. The Toothpaste Is Out of the YouTube: Addressing Loss of Control with Transparent Tactics.

16. Yeah, But . . . : Overcoming Objections.

17. Your Road Map to Transparency: Creating a Plan.

18. What’s Next? The Future of Transparency.

Notes.

Acknowledgments.

The Authors.

Index.