Controlling and spinning a message has driven public relations for decades. The motto has been: it’s better to conceal than to reveal. But the internet has allowed us to access any and all information surrounding institutions and government. Not only can individuals share and discuss products and policies, but concerned citizens can use accountability sites to report neighborhood problems. Transparency and trust go hand in hand, and this age of information in the digital space has pushed companies and governments alike to be honest, open and genuine.