The image repair strategies of Terrell Owensby Melissa Xiao,Qianci,You Fei,Sarah
IntroductionTerrell owens presents one of the mostinteresting challenges in sports publicrelations. In sport where loyalty,teamwork,and sacrifice are highly valued, Owens’ public persona is not easy promote.
Sports public relations and image repairAs sports has become global commodityand the “image value” of athletes hasskyrocketed, athelete imagemanagement has become an importantpart of sports PR. However, PR professionals are often forced to react to negative situations by working to repair a tarnished image.
Terrell Owens• began professinal career in 1996• quickly cemented a reputation• worn out welcome by 2004,transfer to another football team
Step2Step1Rosenhaus’s question and answer question session Press Conference-Terrell Owens’ reading of a prepared statement 1)Attacking accusers-media is being not fair to Owen 1) bolstering-apologies 2)Bolstering-Praising Owen talent 3)Mortification-mortification of 2) mortification-Owen did not truly believe Owen apologies he was in the wrong 4)Good Intention-significance of Owens’ comment about McNabb.
Step2 Rosenhaus’s question and answer question session 1)Attacking accusers-media is being not fair to Owen 2)Bolstering-Praising Owen talent 3)Mortification-mortification of Owen apologies 4)Good Intention-significance of Owens’ comment about McNabb.
EvaluationArgued that Owens had been a loyal teamplayerComplained that other players had doneworse thingsThey devalued the cultureFailed to argue that Owens would conform tothe culture in the future
ImplicationsHurt an athlete’s image and damage aplayer’s long-term negotiating positionRosenhaus forced the media to side againstOwens = media have been unfair
ConclusionOwens and Rosenhaus needed to sincerelyapologize, offer corrective action but insteadthey offered half-hearted apologiesFans, Media and Eagles : not convinced of hisremorseReleased and signed contract with DallasCowboys