Overview of Image Restoration Theory and several case studies.

2. THE NECESSITY OF IMAGE REPAIR
• THE PUBLIC MIGHT HAVE A SHORT ATTENTION SPAN, BUT
IT HAS A LONG MEMORY.
• THE EFFECTS OF A POOR IMAGE CAN LAST LONG
ENOUGH TO BECOME THE ONE OR FIRST THING PEOPLE
REMEMBER.

3. WHAT DO YOU REMEMBER?
Lance Armstrong Kanye West
Michael Richards

4. IMAGE REPAIR
• Image repair is the way in which a person responds to
improve their image after a crisis of some sort.
• A crisis can occur with one wrong word spoken publicly, the
unveiling of a recurring offense, or part of who the person is
that seems offensive in public opinion.
• An accused person can handle this hit to his or her image
through a combination of several image repair devices such
as denial, reduction of offenses or mortification.

5. IMAGE REPAIR DISCOURSE THEORY
BENOIT IDENTIFIES FIVE CATEGORIES OF IMAGE REPAIR STRATEGIES:
•DENIAL
•EVASION OF RESPONSIBILITY
•REDUCTION OF OFFENSIVENESS
•CORRECTIVE ACTION
•MORTIFICATION (APOLOGY) Ohio University Professor

6. •DENIAL
• SHIFT BLAME: ANOTHER CAUSED ACT
• SIMPLE DENIAL: DID NOT PERFORM ACT
• EVASION OF RESPONSIBILITY
• ACCIDENT: MISHAP
• DEFEASIBILITY: LACK OF INFORMATION
OR ABILITY
• GOOD INTENTIONS: MEANT WELL
• PROVOCATION: RESPONSE TO ACT OF
ANOTHER
• Reduction of offensiveness
• Attack accuser: reduce credibility of
accuser
• Bolstering: stress good traits
• Compensation: reimburse victims
• Differentiation: act less offensive than
similar ones
• Minimization: act not serious
• Transcendence: focus more important
considerations
Within the first three categories are subcategories:

7. MORTIFICATION
• MORTIFICATION IS RECOMMENDED AS THE PREFERRED, MOST EFFECTIVE, IMAGE REPAIR
STRATEGY
• THOSE IN CRISIS EMPLOYING MORTIFICATION, OFTEN IN COMBINATION WITH ANOTHER
STRATEGY, ARE MORE SUCCESSFUL IN REPAIRING A TARNISHED IMAGE THAN THOSE
EMPLOYING OTHER STRATEGIES, SUCH AS DENIAL AND/OR SHIFTING BLAME.
 Mortification in combination with other strategies was thought to be
successful in the following cases:
 Senator Edward Kennedy and the Chappaquiddick tragedy
 President Ronald Reagan and the Iran–Contra affair
 President Bill Clinton and the Monica Lewinski scandal

8. MODERN MEDIA IN IMAGE REPAIR
• MASS MEDIA IS ALWAYS IMPORTANT WHEN
RESOLVING AN IMAGE ISSUE.
• THE GOAL IS TO GET YOUR MESSAGE OUT WIDE
ENOUGH TO MAKE A DIFFERENCE AMONGST
YOUR TARGET AUDIENCE.
• THIS CHANGES WITH TIME: FROM NEWSPAPERS
TO RADIO TO TELEVISION AND NOW THE
INTERNET.

9. MODERN MEDIA IN IMAGE REPAIR
• THE NATURE OF THE RESPONSE DEPENDS ON THE
TACTICS EMPLOYED AND THE GOAL OF THE
CAMPAIGN.
• COMPLETE INACTION IS ALMOST NEVER
ADVISABLE, EVEN WHEN THE STRATEGIES
INVOLVE REMAINING SILENT OR IGNORING AN
ISSUE.

10. SOCIAL MEDIA AND THE PUBLIC
• WHAT THE INTERNET AND SOCIAL MEDIA PROVIDE
IS A MEANS OF ENGAGING WITH THE PUBLIC
DIRECTLY AND INDEPENDENT OF THE MAJOR
NEWS MEDIA.
• HOWEVER, THE NEWS MEDIA IS STILL THE
DOMINANT SOURCE OF INFORMATION FOR THE
PUBLIC.

11. ENTERTAINMENT
IMAGE REPAIRIN LATE NIGHT COMEDY BY JOSH COMPTON AND BRETT MILLER
• In 2009, David Letterman made a joke about Sarah Palin’s daughter
on The Late Show. It involved a sexual reference and was met with
serious controversy.
• In his first attempt to address this controversy, Letterman used denial
to try to reduce the offensiveness of the joke. In his second attempt,
he combined bolstering, differentiation and mortification.
• His first attempt was highly unsuccessful and made his second
attempt necessary. His strongest tactic ended up being mortification,
as he apologized for making a joke that could be perceived as highly
offensive

12. PRESIDENT BUSH’S IMAGE REPAIR EFFORT ON MEET THE PRESS BY WILLIAM L. BENOIT
• During the 2004 presidential election, Bush was criticized for failure to
locate weapons of mass destruction and the loss of jobs in the U.S.
• When he appeared on Meet the Press, President Bush used denial and
defeasibility to try to defend and repair his image.
• His efforts were ineffective because his evidence for denial was weak and
his claims of defeasibility made him seem untrustworthy.
FIXING THE HILLARY FACTOR BY DENIS OLES-ACEVEDO
• In the 1990s, Hillary Clinton faced image crisis surrounding a careless
comment to a reporter, accusations of fraud and her husband’s affair.
• This study looks at Clinton’s use of denial and reduction of offenses. Oles-
Acevedo finds that neither of these tactics were effective, but instead her
faithfulness to her husband worked to improve her image.
POLITICS

13. POLITICIANS
CATHERINE SHELDON & LYNNE SALLOT
• CALIFORNIA CONGRESSMAN GARY CONDIT:
• DENIED HIS AFFAIR WITH INTERN CHANDRA LEVY AFTER SHE
DISAPPEARED
• DENIAL COST HIM REELECTION
• FORMER PRESIDENT RICHARD NIXON:
• COULD NOT DENY RESPONSIBILITY FOR WATERGATE
• ATTEMPTS TO SHIFT THE BLAME LED TO NIXON’S IMPEACHMENT.
• FORMER SPEAKER OF THE HOUSE OF REPRESENTATIVES NEWT
GINGRICH:
• ATTACKED ACCUSERS VILIFYING HIM FOR MAKING A LUCRATIVE BOOK
DEAL

14. MISSISSIPPI SENATOR TRENT LOTT:
CATHERINE SHELDON & LYNNE SALLOT
• MADE RACIAL REMARKS AT SOUTH CAROLINA SENATOR STROM THURMOND’S 100TH
BIRTHDAY PARTY IN 2002.
• IN HIS REMARKS, LOTT RECALLED THURMOND’S 1948 PRESIDENTIAL CAMPAIGN:
“I WANT TO SAY THIS ABOUT MY STATE: WHEN STROM THURMOND RAN FOR PRESIDENT,
WE VOTED FOR HIM. WE’RE PROUD OF IT. AND IF THE REST OF THE COUNTRY HAD
FOLLOWED OUR LEAD, WE WOULDN’T HAVE HAD ALL THESE PROBLEMS OVER ALL THESE
YEARS, EITHER.”
Strom Thurmond: politician with an extensive record of opposing civil rights
 Between Lott’s speech and resignation as Senate majority leader, Sheldon found that Lott
used eight image repair tactics
 Three of Lott’s strategies—mortification, corrective action, and bolstering—were tested in
this study’s experiment
 Because Lott had a previous history of racial remarks, effects of performance history in crisis
response are also examined

15. SPORTSMICHAEL PHELPS: JOSEPH WALSH &
SHEILA M. MCALLISTER-SPOONER
In 2009, he was photographed smoking marijuana.
• He used mortification when he quickly released
an apology statement.
• He used bolstering as his sponsors supported
him through the crisis.
• He admitted to his mistake and even revisited
the drunk driving scandal.
TERRELL OWENS:
LEANN M.BRAZEAL
He failed at repairing his image.
• He used bolstering and mortification.
• He publicly apologized, but failed to
admit that he was wrong or take
responsibility.
• Spokesman spoke much longer than
Owens, making the apology indirect.

16. RELIGIOUS CELEBRITY: AN ANALYSIS OF IMAGE REPAIR DISCOURSE BY KAREN LEGG
• In 1988, celebrity televangelist Jimmy Swaggart confessed to use of pornography and indiscretion with a prostitute. His religious position made
this even more of a crisis, as well as his past hard criticism of another televangelist caught in sexual sin.
• This study is especially interesting because it addresses a lack of literature on image repair with religious figures. This type of image repair takes
into account the increased importance of the beliefs and values of the audience.
• Swaggart was able to effectively improve his image through immediate mortification, followed by a mix of provocation, bolstering, minimization,
transcendence and denial. However, it ultimately failed when he was caught in the same acts three years later.
JON AND KATE PLUS 8: A CASE STUDY OF SOCIAL MEDIA AND IMAGE REPAIR TACTICS BY MIA MOODY
• Jon and Kate Goselin, the TV show celebrity parents of eight, went through a public divorce that shook their public
identities. Both exhibited different image repair tactics as time went by.
• This study analyzes their personal statements, interviews and social media communication both before and after their
divorce. This study stands apart especially in its analysis of social media alongside other traditional media.
• This study finds that Kate was more successful than Jon; as she played the victim role, shifting all blame onto Jon. Jon’s
apology came too late. Kate’s key to success was knowing when to employ which image repair strategy, while Jon missed
key opportunities.
OTHER

17. REFERENCES
• BENOIT, WILLIAM L. “PRESIDENT BUSH’S IMAGE REPAIR EFFORT ON MEET THE PRESS : THE COMPLEXITIES OF
DEFEASIBILITY.” JOURNAL OF APPLIED COMMUNICATION RESEARCH 34, NO. 3 (AUGUST 2006): 285–306.
• BENOIT, WILLIAM L., AND JOHN P. MCHALE. “KENNETH STARR’S IMAGE REPAIR DISCOURSE VIEWED IN 20/20.”
COMMUNICATION QUARTERLY 47, NO. 3 (SUMMER99 1999): 265–280.
• COMPTON, JOSH, AND BRETT MILLER. “IMAGE REPAIR IN LATE NIGHT COMEDY: LETTERMAN AND THE PALIN
JOKE CONTROVERSY.” PUBLIC RELATIONS REVIEW 37, NO. 4 (NOVEMBER 2011): 415–421.
• LEGG, KAREN L. “RELIGIOUS CELEBRITY: AN ANALYSIS OF IMAGE REPAIR DISCOURSE.” JOURNAL OF PUBLIC
RELATIONS RESEARCH 21, NO. 2 (APRIL 2009): 240–250.
• MOODY, MIA. “JON AND KATE PLUS 8: A CASE STUDY OF SOCIAL MEDIAAND IMAGE REPAIR TACTICS.” PUBLIC
RELATIONS REVIEW 37, NO. 4 (NOVEMBER 2011): 405–414.
• OLES-ACEVEDO, DENISE. “FIXING THE HILLARY FACTOR: EXAMINING THE TRAJECTORY OF HILLARY
CLINTON’S IMAGE REPAIR FROM POLITICAL BUMBLER TO POLITICAL POWERHOUSE.” AMERICAN
COMMUNICATION JOURNAL 14, NO. 1 (WINTER 2012): 33–46.