Prior reputation and the transition from image repair to image makeover: The case of Hosni Mubarak

Through an analysis of Hosni Mubarak's speeches made over the course of the Arab Spring, this study examined Mubarak's response to criticism about his role in the crisis and the resultant attempt to repair his image. The study thereby draws attention to the image repair strategies of an individual with a negative prior reputation in a crisis. Data indicate that Mubarak's negative prior reputation resulted in his attempting not just an image repair as image repair discourse theory would suggest but rather a more complex image makeover. The cultural significance of his rhetorical choices and the implications for theory are discussed.     

From aspiring presidential candidate to accidental racist? An analysis of Senator George Allen's image repair during his 2006 reelection campaign

This study analyzes how Senator Allen responded to the negative public relations incidents that occurred during his 2006 reelection campaign. Through a content analysis of Allen's media releases and interviews with Allen's communication staffers this study identifies Allen's image repair discourse strategies and tactics. This study also evaluates the effectiveness of these strategies and tactics through a content analysis of the newspaper coverage Finally, this study identifies three new image repair tactics.     

Hooray for Hollywood? The 2011 Golden Globes and Ricky Gervais’ image repair strategies

British comedian Ricky Gervais created a media stir as host of the 2011 Golden Globes Awards ceremony by using what many celebrities in attendance and people in the television audience saw as harsh, mean-spirited jokes about the awards, guests, and nominees. Four days after the show, Gervais tried to respond to the backlash by appearing on Piers Morgan Tonight to defend his performance and to repair his image. Gervais employed a variety of image repair strategies: denial, evasion of responsibility, minimization, and mortification. He focused most attention on transcendence, inviting his audience to view the awards show and his performance as an artistic pursuit of truth and self-discovery. Ultimately, Gervais failed to adapt to his audience and failed to repair his image.     

Former Minister Zhang's discourse on SARS: Government's image restoration or destruction?

This study analyzes the image repair discourse by Chinese Health Minister Zhang Wenkang's discourse on SARS. The minister faced several accusations: the SARS outbreak was growing, the Chinese government had covered up the severity of this problem, the Chinese government ignored Taiwanese who suffered from SARS, and the Health Ministry provided information that was neither timely nor accurate. He employed several image repair strategies (denial, defeasibility, bolstering, minimization, differentiation, attack accuser, and corrective action). However, his messages were contradictory and apparently related on false information, so his efforts were unsuccessful and he was stripped of his office.     

Image repair in late night comedy: Letterman and the Palin joke controversy

David Letterman, host of The Late Show, told a joke about Sarah Palin's daughter during one of his nightly monologues. During the ensuing controversy, Letterman offered two extended statements about the joke. Approaching Letterman's responses from the perspective of Benoit's image repair typology reveals three primary strategies: denial, mortification, and corrective action. While Letterman's first attempt to resolve the controversy failed, his second attempt was largely successful. Implications for public relations image repair strategies are offered.     

Getting out of the doghouse: The image repair strategies of Michael Vick

Michael Vick's federal dog-fighting conviction in 2007 made him notorious. Vick spoke publicly about his role in the dog-fighting operation only once before beginning a prison term. Three years after entering prison, he returned to National Football League action. By 2011, some in the media proposed that Vick had successfully rehabilitated his image and redeemed himself in the eyes of the public. This study examines the image repair strategies Vick employed at his August 27, 2007, press conference. It concludes that Vick chose appropriate strategies but did not fully develop one critical strategy: corrective action. The paper also explores Vick's strategic use of the third person and appeals to a supernatural being.     

President Bush's major post-Katrina speeches: Enhancing image repair discourse theory applied to the public sector

When Hurricane Katrina swept the Gulf Coast, President Bush's newly formed Department of Homeland Security received its first test and failed. In Katrina's aftermath, Bush not only had to manage one of the nation's worst natural disasters, but also had to quell political backlash about the federal government's response to Katrina. This study examines: (a) how Bush presented the federal response to Katrina in his speeches; (b) how Bush responded to the public's criticism in his speeches; and (c) how effective Bush's speeches were in repairing his tarnished image.     

The Floyd Landis doping scandal: Implications for image repair discourse

Floyd Landis’ efforts to repair his image in the wake of charges that he used illicit substances to win the 2006 Tour de France have been judged a failure. Analysis of his complex and contradictory rhetorical strategies reveals three important implications for the theory and practice of image repair. First, the use of absolutive stances can be severely confounded by the introduction of strategies designed to evade responsibility. This essay explains why attempts to evade responsibility contradict the combined strategies of denial and differentiation in such a way that weakens image repair efforts and confuses audiences. Second, the success of third party bolstering, cited elsewhere as an effective means of repairing one's image, is dependent upon the credibility of those third parties. Third, attacks on one's accuser have their limitations and may even worsen one's public image in some instances.     

Sex,lies, and post-trial publicity: The reputation repair strategies of Dominique Strauss-Kahn

The object of this investigation is the only interview given so far by the former Managing Director of the International Monetary Fund, Dominique Strauss-Kahn (DSK), after being declared innocent of sexual assault charges brought against him by New York's District Attorney. During his television appearance, DSK used some rhetorical and, more precisely, dramaturgical image repair strategies, but also combined them with other communication strategies. This article analyzes said strategies and suggests that image repair theory researchers must include other analytical elements, strategic as well as contextual, when researching responses to crises. Furthermore, this study also discusses the role of culture and post-trial publicity in image repair strategies.     

President Bush's image repair discourse on Hurricane Katrina

Hurricane Katrina struck New Orleans and the surrounding area on August 29, 2005. This storm was devastating, causing death, injury, dislocation, and massive property damage. President Bush came under fire for the apparently slow and inept federal response. On September 15 President Bush gave a speech to repair his image. He employed three principal strategies: bolstering, defeasibility, and corrective action. An evaluation of how these strategies were used in his persuasive message judged his image repair effort to be largely ineffective. Bolstering did not counteract the slow response (e.g., Bush waited days to visit the area). Defeasibility is risky for a president to use because it explicitly portrays him as unable to solve the problem. Corrective action was too little (often proposals rather than direct action—and proposals with important unanswered questions) too late. Evidence of the public reaction is consistent with this unfavorable evaluation.     

Social media crisis communication: Enhancing a discourse of renewal through dialogic content

This qualitative study investigates through a case study how dialogic content, which is shared on social media, facilitates stakeholder support and builds relationships to advance a discourse of renewal. Prior research on crisis communication in social media thoroughly investigated crisis response theories relating to reputation management and image restoration. To date, however, a paucity of research has considered how content could facilitate stakeholder support and relationships in crisis communication.The findings show that when an organization commits to transparent, interactive dialogue during a social media crisis on a social media platform, stakeholders are pulled to authentic content because they are interested and actively seeking for relevant information. Dialogic content may also boost stakeholder support and encourage relationship building to help move the organization forward after the crisis with dialogic communication. The insights gained from this study create value for wider audiences in terms of how dialogic content can be used for social media crisis communication, to move beyond reputation and image repair to become meaningful to stakeholders.     

Hierarchical consistency of strategies in image repair theory: PR practitioners’ perceptions of effective and preferred crisis communication strategies

ABSTRACT

Drawing from image repair theory and situational crisis communication theory, this study advances crisis communication theory by analyzing nearly 800 public relations professionals’ perceptions of 15 image repair strategies. A national sample of US public relations professionals evaluated communication strategies for their effectiveness and preference for use in three crisis scenarios (accidents, product safety, and illegal activity). Compensation, corrective action, and mortification were the most highly ranked crisis response strategies, regardless of attribution of organizational responsibility or culpability, across 3 different types of accidental and preventable crises. This hierarchical consistency suggests that using communication strategies for maintaining and strengthening an organization’s relationships with its publics may be the best protection for sustaining and repairing positive reputation long-term.     

Combating negative blog posts and a negative incident: A case study of the “Mayday” incident between Juneyao Airlines and Qatar Airways

This case analysis examined the image repair strategies used by Juneyao Airlines after an anonymous blog posted information on a Juneyao flight's refusal to yield to a flight that issued an emergency call. This case revealed that addressing the credibility of the blog post and relying a third-party – Civil Aviation Administration of China – to combat the inaccuracies in the blog post was successful and that Juneyao's final announcement to take responsibility for the incident and to apologize was effective as well.     

To invest in the invisible: A case study of Manti Te’o's image repair strategies during the Katie Couric interview

The purpose of this study was to examine Manti Te’o's image repair strategies during an interview with Katie Couric. This interview followed reports that Te’o had been involved in an elaborate hoax featuring a fake girlfriend. The interview was a worthy avenue of investigation as it was Te’o's first opportunity to publicly defend himself on camera following a week of ridicule and speculation by media outlets and the public. A deductive thematic analysis was conducted on Te’o's responses utilizing Benoit's image repair typology and other recently identified image repair strategies as a guide. Results revealed that Te’o did not deviate from previously established strategies by employing defeasibility, victimization, good intentions, stonewalling, retrospective regret, bolstering, shifting blame, and simple denial. Collectively, the employment of these tactics illustrated a timid, naïve, and remorseful approach to image repair. While some of Te’o's choices were appropriate, the heavy use of stonewalling and victimization may have been ineffective in changing audience perception.     

President Barack Obama's image repair on HealthCare.gov

Obama's health care initiative HealthCare.gov went live on October 1, 2013. It was plagued with problems. Furthermore, the President promised that if people liked their current health care plan, they could keep it. People were shocked when they started to receive cancelation notices from their insurance companies. Republicans seized on the opportunity to savage the president, his administration, and his health care program. Obama's approval rating was anemic and on November 7, he was interviewed by Chuck Todd and on November 14, 2013, Obama held a press conference to try to mend his image. His defense relied heavily on mortification, corrective action, and minimization but also contained instances of defeasibility, bolstering, and transcendence. This essay uses Image Repair theory to analyze and evaluate the President's image repair effort.     

Preventing damage: The psychology of crisis communication buffers in organized sports

Sports crisis communication is a growing field of study, with research focusing on the image repair of athletes and teams, fan solidarity during crises, and the role of mass and new media in crisis development. However, reflecting a broader tendency in crisis communication to emphasize the study of response strategies at the expense of other factors, sports crisis communication research has not examined the unique factors in sports that prevent crises from causing severe image and reputation damage. In this paper, we apply Coombs’ notion of buffers to argue for new attention to two particularly important buffers in sports: communities and political economy. These buffers often preclude the need for any response at all, and crisis communication practitioners would do well to implement them around their own sports teams to prevent damage from crises.     

When sorry is not enough: Archbishop Cardinal Bernard Law's image restoration strategies in the statement on sexual abuse of minors by clergy

In January 2002, the Boston Globe ran a two-part story on sexual abuse of minors by clergy in the Archdiocese of Boston that sparked the biggest crisis in the history of the American Catholic Church. Two days after the articles appeared, Archbishop Cardinal Bernard Law held a press conference to respond to the Globe's charges. This study examines Law's image restoration strategies in his press conference and proposes that even though Law failed to restore his image, he provided a fitting response. The study proposes that one may attribute Law's failure to restore his image to his relational history with his audience and to the perceived offensiveness of his actions.     

An Investigation into the Role of Image Repair Theory in Strategic Conflict Management

This study investigated the effectiveness of image repair strategies and contingency theory perspectives in crisis management. A content analysis of news releases and reports on sexual assaults at the Air Force Academy in 2002 found crisis communication is a dialectic process serving to change the perspectives of the institution and the media over the crisis period. A proactive approach was most effective in generating positive media coverage. Bolstering was the most effective image repair strategy and apologizing was ineffective. The study suggests a complexity approach to crises might better prepare communicative entities to deal with a crisis.     

Saying the ‘F word … in the nicest possible way’: augmentative communication and discourses of disability

This paper examines a case study of a severely physically disabled man, Ralph, in terms of his interaction with his carers. He communicates using various systems of augmentative and alternative communication (AAC, such as symbol boards and high-tech devices), the vocabulary for which has mostly been selected for him by others. The starting point of the paper is the assumption that disabled people have traditionally held a disempowered position in society (relative to non-disabled people), and the question asked is to what extent is Ralph further disempowered by the limited vocabulary available to him in his AAC systems, and in the way others interact with him. The paper draws on the work of Bourdieu, according to whom ‘Language is not only an instrument of communication or even of knowledge, but also an instrument of power’ (1977, 648). I consider the tensions between the drive towards the empowerment of disabled individuals, as exemplified by the provision of AAC, and opposition to allowing access to certain types of vocabulary (especially expletives such as ‘the F word’), unless it is expressed in ‘the nicest possible way’.