By Paola Iuspa-Abbott, President of Top of Mind Public Relations
When companies hire a public relations agency, the goal is clear: increase visibility, build credibility, and position leadership as trusted voices in their industry.
Transparency with your PR agency protects your reputation more than most companies realize.
What’s talked about far less – but is often far more critical – is what happens when companies don’t disclose past or ongoing issues to their new or current PR agency. When legal, regulatory, or reputational “skeletons” stay hidden, PR strategies are built on incomplete information, increasing the risk that reporter research will uncover something the company never prepared for.
After years as a journalist and now as a publicist, I can say this unequivocally: effective public relations depends on transparency from day one.
Not because companies need to be perfect, but because PR is as much about risk mitigation as it is about exposure.
Public Relations Is Reputation Risk Management
Public relations is often mistaken for publicity alone. In reality, modern PR is a strategic discipline that includes:
- Media vetting
- Message risk analysis
- Crisis prevention
- Reputation management
- AI and search visibility control
When prospective and current clients withhold information – such as pending litigation, regulatory inquiries, class action lawsuits, SEC or FDA investigations, or unresolved disputes – it limits a PR agency’s ability to protect the brand.
The result can be unintended negative press, damaged credibility, or loss of trust with journalists.
The Hidden Risk Clients Often Overlook: Reporter Trust
When a PR professional pitches a story, they aren’t just proposing an idea — they’re vouching for a source.
Every pitch carries an unspoken promise to the reporter: This person is credible. This company is reliable. This source is worth your time.
When a reporter agrees to an interview or considers expert commentary and later learns that key information was never disclosed – such as involvement in a class-action lawsuit or an active SEC or FDA investigation – that trust erodes quickly.
Even if the issue has nothing to do with the story being pitched, the damage is done. The reporter feels misled, confidence in both the agency and the source takes a hit, and the story often shifts or disappears altogether.
In public relations, media credibility is currency. Once it’s compromised, the impact goes far beyond a single pitch – it follows every future outreach tied to that client.
Why “We Didn’t Think It Would Come Up” No Longer Works
In today’s media environment, nearly everything surfaces:
- Reporters conduct deep background research
- Competitors tip off journalists
- Google surfaces old content instantly
- AI tools summarize years of company history in seconds
What may seem irrelevant or “in the past” to a client can quickly become relevant to a reporter or an algorithm.
Transparency allows a PR agency to stress-test messaging before exposure, rather than reacting after a narrative has formed without context.
In practice, transparency with your PR agency protects your reputation by allowing messaging to be tested before exposure and reducing the risk of reactive crisis management.
You Don’t Have to Be Perfect. You Have to Be Prepared
Journalists, investors, and the public do not expect flawless companies. What they expect is:
- Consistency
- Credibility
- Context
- Accountability
When a PR agency is aware of potential risk factors early, it can:
- Shape messaging to avoid unnecessary scrutiny
- Prepare leadership for difficult questions
- Select appropriate media outlets and formats
- Time exposure strategically
- Prevent avoidable reputation damage
When that information is missing, PR becomes reactive instead of strategic.
Confidentiality Is Standard in Professional PR Relationships
Some companies are reluctant to share sensitive information with a PR company because of confidentiality concerns. That’s completely understandable and easy to solve.
Most professional PR agencies regularly work under non-disclosure agreements. An NDA creates a safe space for honest conversations and allows your PR team to factor real risks into the strategy.
If confidentiality is a concern, ask for an NDA upfront. Any experienced agency will expect it, and welcome it.
Transparency Strengthens PR Outcomes
The most effective public relations strategies are built on partnership, not surprises. When clients are transparent from the start, PR works the way it’s supposed to:
- Strategies hold up over time
- Media outreach feels credible.
- Leadership isn’t caught off guard
- Visibility matches the company’s risk tolerance
- Reputation is protected proactively, avoiding crisis.
In fact, withholding information often creates the very crises companies hope to avoid.
Why More Exposure Isn’t Always Better PR
At Top of Mind, we routinely advise clients to delay or decline media opportunities when timing, context, or unresolved issues pose reputational risk.
That guidance is only possible when we have the full picture.
Advice for Companies Hiring a PR Agency
If you’re considering a public relations firm, here’s the most practical advice I can offer:
- Be transparent early
- Share potential risks before they become public
- Treat your PR team as strategic advisors
- Request a non-disclosure agreement if needed
- Understand that surprises undermine trust
Your PR agency cannot protect your reputation from risks it doesn’t know exist.
Ultimately, transparency with your PR agency protects your reputation far more effectively than reactive crisis control.
FAQ: Transparency and Public Relations Risk Management
Why is transparency important when hiring a PR agency?
Transparency allows a PR agency to anticipate reputational risks, prepare accurate messaging, and prevent negative press caused by undisclosed issues.
Can undisclosed lawsuits affect media coverage?
Yes. Reporters may pivot coverage or lose trust if they discover class action lawsuits or investigations that were not disclosed during pitching.
Should companies sign an NDA with their PR agency?
Yes. Non-disclosure agreements are standard in professional PR relationships and enable open, strategic conversations.
What happens if reporters feel misled by a PR pitch?
Reporter trust may be damaged, stories may be pulled or reframed negatively, and future media opportunities can be affected.
About the Author
Paola Iuspa-Abbott is the founder and president of Top of Mind Public Relations, a national PR agency specializing in strategic media relations, thought leadership, and digital visibility. A former journalist with more than a decade of experience in major newsrooms, she brings a newsroom mindset to public relations, helping clients earn meaningful press coverage and build authority across both traditional and digital platforms.
Since launching Top of Mind PR in 2015, Paola has led campaigns for law firms, real estate developers, nonprofits, and national brands, with a focus on securing high-impact media placements, optimizing content for search engines, and staying ahead of how AI and algorithms shape visibility today. Based in South Florida, Top of Mind has offices in Washington D.C., Albuquerque, and Philadelphia.
