In this commentary, we note that situational crisis communication theory (SCCT) provides useful guidelines for an organization to protect its reputation during a crisis. However, when a high reliability organization (HRO) faces a crisis, openness often supersedes reputation management as a priority as maintaining the public’s trust is paramount. Unfortunately, SCCT in its present form does not account for this distinction. With the present research, we seek to extend SCCT by offering additional crisis response options for HROs which further explicate the evolving role of social media in providing an effective crisis response. A content analysis of 18 tweets and eight website updates, released by a private spaceflight corporation, allows us to offer investigative disclosure as a new crisis response category and technical transparency as a new crisis response objective. We propose a nuanced view that situates investigative disclosure as an antecedent to corrective action.

在这篇评论中，我们注意到情境危机沟通理论（SCCT）为组织在危机期间保护其声誉提供了有用的指导。但是，当高可靠性组织（HRO）面临危机时，开放性通常会取代信誉管理，因为维护公众的信任至关重要。不幸的是，目前的SCCT形式并不能解释这种区别。通过本研究，我们试图通过为HRO提供其他危机应对选项来扩展SCCT，从而进一步阐明社交媒体在提供有效危机应对方面的不断发展的作用。由一家私人航天公司发布的对18条推文和8个网站更新的内容分析使我们能够提供调查性披露作为新的危机应对类别，技术透明性作为新的危机应对目标。我们提出了一种细致入微的观点，认为调查性披露是采取纠正措施的先决条件。