A post-crisis discourse of renewal: The cases of malden mills and Cole hardwoods

This investigation employed two case studies of post-crisis discourse to describe an alternative to apologia as the primary rhetorical stance following organizational crisis. The authors identify three themes of this discourse; strong commitment to stakeholders, an immediate and unequivocal commitment to rebuild, and crisis as an opportunity for renewal. Conclusions are offered regarding the directionality of post-crisis discourse, crisis as a force for organizational renewal, the importance of emphasizing possibilities over issues of cause, blame, and culpability and the role of C.E.O. discourse in framing the meaning of crisis. Implications for enactment, for image restoration theory, and for improved crisis management are offered.