The rise of social media requires adaption of crisis communication professionals. In online environment where peoples’ attention can be easily distracted, how to shift people’s attention from negative side (guilt) towards positive side (renewal) of the crisis story can also rhetoric options. Besides, the timing and channel should also be considered. Classic crisis response strategy does not provide a concrete message strategy. This study suggests looking at crisis message strategy on social media from issue selling perspective-an internal strategic communication tactic, including the information form, message bundle and timing. The research will be conducted through online experiments and a follow up qualitative study is also suggested to further explore how industrial professionals use social media for crisis communication.