Why a concern for apologia and crisis communication?

PurposeThe purpose of this paper is to provide context for and a preview of the content for the special issue on corporate apologia.Design/methodology/approachThe methodology is a review of literature relevant to crisis communication and the role of apologia within this body of literature.FindingsApologia, a rhetoric of self‐defense, has a strong connection in the creation and development of crisis communication. Current research is moving beyond the parameters of apologia but it remains a strong influence on the field. Future crisis communication research needs to explore further the role of emotion if crisis communication and the implications of international crisis communication. The various contributions the articles in the special issue provide for crisis communication are reviewed as a means of previewing the special issue.Practical implicationsThe paper provides lessons that crisis managers can apply when they need to communicate during a crisis.Originality/valueThe paper provides insights into the development of crisis communication and the role of apologia in that development.