An Empirical Analysis of Image Restoration: Texaco's Racism Crisis

As in any social science, theory in public relations is advanced by making and testing predictions from that theory. This article reports the results of a study designed to test some claims advanced by image restoration theory, a theory that is being used and cited frequently in crisis management research. The experimental study subjects conclusions from a case study to empirical analysis. More precisely, claims about the effectiveness of various image restoration strategies used in Texaco's efforts to combat a racism incident are tested. The results suggest that many conclusions drawn from image restoration case studies should be taken only as tentative. The results recommend a more rigorous application of image restoration theory to unpack its utility for crisis management and public relations.