Discourse of renewal: Developing multiple-item measurement and analyzing effects on relationships

Emphasis on protecting an organization's image and reputation has dominated crisis communication research. A crisis is assumed to only bring negative impacts because it tarnishes an organization's reputation. Priority is placed upon whether an organization can come up with response strategies that mitigate this harm, rather than on rebuilding relationships. Challenging these untested assumptions, discourse of renewal is complementary to the image- and reputation-centered perspectives and theorizes crises as opportunities to reflect, grow, and therefore renew to a better state. To further discourse of renewal, the current study first establishes a valid and reliable measure of discourse of renewal, and investigates how discourse of renewal influences publics' relationship with an organization. Results of the study indicate that engagement, prospective foci, communication efficiency, and emphasis on organizational culture and core values are four dimensions of discourse of renewal, and that discourse of renewal positively influences publics' relationship with an organization.