Beyond image repair: Suggestions for crisis communication theory development

•We offer a new conceptual grouping for crisis communication theories.•We urge researchers to go beyond examining social media predominately as an organizational management tool.•We encourage more crisis communication research from a multi-vocal perspective.•We call for more cross-boarders crisis communication research.•We conclude with asking scholars to consider what is the goal of our scholarship?

This commentary explores whether and how crisis communication theory needs to be adapted to account for the rise of social media. Through a review of existing theory, we offer recommendations for future research in the evolving media landscape.