Full transparency or control release of information as a dilemma of the contemporary PR crisis

The use of the control release of information in today's informational 21st century is a fact and some would say it is really a problem, if it is not used properly and only in particular spheres and under specific circumstances. Others would say that it serves as a weapon or a tool for achieving a communication purpose with certain risks. The most important in the case is that the use of such actions would show a certain actions, which were evolving in the past and that was never on the spotlight. And not only. The use of the tactics such as the control release of information is risky and could have huge and could have very heavy consequences for the communication. The control release of information is a process, used by the PR specialists to tell a certain information in a particular moment of time. The release of this information in most cases is aiming to deceive the public – it can be totally untrue, untrue and later on refuted by the PR, partially true or totally true. In the last two cases the reason is to study the public reaction for e specific intention of institution, agency, government, non government organisation. If there is no negative public reaction for the intention of the institution or organisation after the release of the information "the negative feedback" in the communication is minimal.