Discourse of renewal
Discourse of renewal is a theory in crisis communication that seeks to establish and emphasize "learning from the crisis, ethical communication, communication that is prospective in nature, and effective organizational rhetoric.”With a prospective approach, Gordon Lippett established the organizational renewal theory that would lead organizations “to higher stages progressively and to preclude a decline toward a lower stage” of organizational recovery. With the application of discourse of renewal practices, organizations and communities “can consider developing a crisis plan and, more important, build their crisis communication skills over time”.