Abstract
Scholarship related to the discourse of renewal has developed from early literature, which almost exclusively consisted of case studies, to the current landscape, which is becoming more diverse and robust each year. This chapter explores the range of applications of the theory over the past two decades, with particular attention paid to the growth in diversity of crisis topoi and methodological approaches. It presents four objectives for achieving a renewing response to crisis: developing a strong ethical position; strong stakeholder relationships, prospective vision following a crisis, and competence in best‐practices guidelines in crisis communication. Organizational learning, ethical communication, prospective versus retrospective vision, and effective organizational rhetoric are the four tenets of the renewal theory. The chapter also discusses strengths and limitations of the theory and propose future directions for research.