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.