An Investigation into the Role of Image Repair Theory in Strategic Conflict Management |
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Authors: | Derina R. Holtzhausen Glen F. Roberts |
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Affiliation: | 1. School of Mass Communications, University of South Florida , dholtzha@cas.usf.edu;3. School of Mass Communications, University of South Florida , |
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Abstract: | 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. |
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