Building integrity online.The Internet may best demonstrate the benefits of candor can·dor n. 1. Frankness or sincerity of expression; openness. 2. Freedom from prejudice; impartiality. [Middle English, from Old French, from Latin, from and the cost of violating public trust. It provides greater access and power to a public that increasingly demands that organizations not only do their jobs well, but also do them with integrity. Candor is a prerequisite pre·req·ui·site adj. Required or necessary as a prior condition: Competence is prerequisite to promotion. n. for online success. In fact, the effectiveness of Internet marketing See Internet advertising. ties directly to the trust and credibility that exists with an audience. The tremendous capabilities of direct e-mail campaigns depend on earning the consent and trust of the target audience. Taking the initiative to share information honestly is a hallmark of progressive organizations. And if altruism altruism (ăl`tr  ĭz`əm), concept in philosophy and psychology that holds that the interests of others, rather than of the self, can motivate an individual. is not incentive enough,
those qualities deliver credibility and huge dividends in both the bank
of goodwill and the bottom line.--J.D.
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