摘要：Many practitioners already noticed that fast reaction is more critical in the digital age. However, there is relatively rare discussion on the role of transparency. This paper is based on Murphy et al.s (2007) model of marketing relationship to argue that transparency is very critical for crisis communication in the digital era. An organization has to put transparency as the central element of crisis communication. Five cases are discussed briefly on the role of transparency apart from other elements. An organization nearly cannot enclose any unfavorable information about an event. When unfavorable information is exploded by another source rather than the organization, the reputation is even more damaged. The best method is disclosing all information. In order to make transparency favorable to the organization, the organization must prevent wrong doings and faults in the very first beginning. The virtue ethics, notably integrity, respect, fair and empathy, are important elements for enhancing the possibility of positive effects from transparency.
