Public relations practitioners allocate a vast number of resources to constructing and building strategic messaging for targeted stakeholders. Two important factors within this message construction deal with organizational crisis responses and message transparency. The present study sought to combine concepts from Situational Crisis Communication Theory (SCCT) and message transparency to investigate what combined impact these two fields in public relations research have on perceptions of an organization. By utilizing a 3 (crisis type) X 3 (crisis response) X 2 (message transparency) experimental design, this study (n = 898) found that victim crisis types, rebuild strategies, and high transparency messages resulted in more positive perceptions of the organization. A three-way interaction was also found, namely that use of highly transparent messages contributed to greater perceived organizational credibility when a rebuilding or denial strategy was used in response to a preventable crisis and when a diminishing strategy was used in response to a victim or accidental crisis. Practical and theoretical implications are also discussed.

公共关系从业人员会分配大量资源来为目标利益相关者构建和构建战略性消息传递。此消息构造中的两个重要因素涉及组织危机响应和消息透明性。本研究试图将情境危机传播理论（SCCT）和消息透明性的概念相结合，以研究公共关系研究中这两个领域对组织观念的综合影响。通过使用3（危机类型）X 3（危机响应）X 2（消息透明性）实验设计，本研究（n= 898）发现受害人危机类型，重建策略和高度透明的信息导致了对该组织的更积极的看法。还发现了三方面的交互作用，即，当针对可预防的危机使用重建或拒绝策略以及针对受害者或意外事件使用递减策略时，使用高度透明的消息有助于提高组织的信誉度危机。还讨论了实践意义和理论意义。