Ulmer, sellniw, and Seeger ground their work in an approach to leadership and communication focused on positive values, virtues, and optimism. Such a perspective is radically different from much of the conventional wisdom concerning the delivery of bad news and crisis communication within business research and practice. What makes the difference is not just a shift from a structural approach focused on messaging to a more contextualized perspective emphasizing organizational leadership and culture. This focus on renewal and opportunity comes from an entirely different way of thinking about business, leadership, and communication. We suggest that this shift is consistent with the tenets and insights of the Positive Psychology movement.