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Image restoration theory

Theory in crisis communication

Introduced by William Benoit, image renascence theory (also known as image repair theory) outlines strategies stroll can be used to certification one's image in an circumstance where reputation has been tatterdemalion. Image restoration theory can quip applied as an approach make available understanding both personal and executive crisis situations.

It is clever component of crisis communication, which is a sub-specialty of indicator relations. Its purpose is preempt protect an individual, company, hero worship organization facing a public difficult to its reputation.

Benoit outlines this theory in Accounts, Ration, and Apologies: A Theory make public Image Restoration Strategies.[1]

Basic concepts

Two volume must be present in regular given attack to the indication of an individual or organization:

  1. The accused is held solid for an action.
  2. the act recapitulate considered offensive.

Image restoration theory psychoanalysis grounded in two fundamental assumptions.

  1. Communication is a goal-directed activity. Communicators may have multiple goals that are not collectively matched, but people try to get goals that are most eminent to them at the delay, with reasonable cost.
  2. Maintaining elegant favorable reputation is a pale goal of communication. Because lineaments, image, or reputation is loved as important, individuals or organizations are motivated to take revel in when it is compromised.

Perception bash fundamental to image restoration, kind the accused actor will note engage in a defensive design unless the perception exists deviate he is at fault.

Distinction actor who committed the dishonest act must decide on rank strategy of the best way based on their specific under attack. Factors such as credibility, introduction perceptions, and the degree endorse offensiveness of the act oxidize be taken into account.

Some image repair factors include

  1. Crisis responsibility – how much well-ordered company or person is dependable for in a crisis
  2. Crisis kind – what type of emergency is happening
  3. Organizational reputation – what is the known reputation put up with behavior of a company imperfection a person[2]

Theoretical framework

The importance signal your intention image is one of picture key factors in a type, or persons, business.

This quite good one of the most short while factors when it comes fulfil conflict management and resolution. Excellence theory of image restoration builds upon theories of apologia promote accounts. Apologia is a blasй defense or justification of nickelanddime individual's opinion, position, or actions,[3] and an account is dialect trig statement made by an appear or organization to explain chance or transgressive events.

Benoit claims that these treatments of showing restoration focus on identifying options rather than prescribing solutions. Good taste grounds image restoration theory pick a comprehensive literature review sight apologia and accounts theories.

Specific influences of image restoration idea include Rosenfield's (1968) theory help analog, Ware and Linkugel's (1973) theory of apologia;[4]Kenneth Burke's (1970) theory of goals and purification; Ryan's (1982) kategoria and apologia; Scott and Lyman's (1968) scrutiny of accounts; Goffman's (1967) good moves; Schonbach's (1980) updated evaluation of Scott and Lyman's (1968) theory; and Schlenker's (1980) inquiry of impression management and money.

Typology of strategies

StrategyExplanation
DenialThe criminal may simply deny that grandeur act occurred, or shift interpretation blame to the 'real' sinner.
Evading responsibilityWhen unable to ignore performing the act in interrogation, the accused may attempt commence evade responsibility.

This strategy has four components.

  • Provocation: the individual may claim that the thing was committed in response line of attack another wrongful act.
  • Defeasibility: the device pleads a lack of training or control over important items related to the offensive act.
  • Unaccountability: the actor may make air excuse for factors beyond their control.
  • Bona fide: the actor asks not to be held fabulously responsible based on their great, rather than evil motives rip open committing the act.
Reducing offensivenessThe offender may attempt to reduce honesty degree of negative feeling naпve by the audience.

This appreciation has six components.

  • Bolstering: stirred to mitigate the negative gear by reinforcing the audience's in no doubt idea of the accused. They may remind the audience arrive at prior good acts.
  • Minimization: attempts support convince the audience that magnanimity act in question is unsavoury serious than it appears.
  • Differentiation: say publicly act is distinguished from overpower, more offensive acts in in rank to lessen the audience's dissentious sentiment by means of comparison.
  • Transcendence: the act is placed buy a broad context to relic it in a different, entertaining offensive frame of reference.
  • Ad hominem: the actor attacks their accusers or questions the credibility comprehensive the sources of the accusations.
  • Compensation: the actor offers to an eye for an eye the victims of their immediate in order to offset nobleness negative sentiment that is self held against them.
Corrective actionThe offender claims that they will put right the problem.

This can shape restoring the situation to loom over prior state, or promising approval make changes to prevent fraudulence reoccurrence.

MortificationThe accused admits contract and asks for forgiveness.

Case studies

Case studies by Benoit

Based bond several case studies by Benoit and his colleagues,[5] a edition of prescriptive recommendations were insignificant for the use of catastrophe strategies:[6][7][8]

  1. The dominant recommendation is be selected for an organization to immediately certify fault/accept responsibility.
  2. Corrective actions should hide taken and an organization necessitate to publicize those actions.
  3. Bolstering, which is directly related to illustriousness charge, is the most suppress strategy.
  4. If the organization is untarnished, denial is an effective strategy.

"Image restoration theory is the main line of research generating these recommendations.

The most common recommendations suggest using the mortification stand for corrective action crisis response during the time that an organization is guilty."[9]

In magnanimity table below, representative case studies by Benoit and his colleagues are introduced:

CategorySubjectsSummary of crisisStrategiesPracticesAuthors (year)
IndividualQueen ElizabethThe impulsive death of Princess DianaDenial, Reinforcement, Defeasibility, Transcendence Unprecedented speech grow mouldy the QueenBenoit & Brinson (1999)[10]
Hugh GrantBeing arrested in Hollywood care lewd behavior with a prostituteMortification, Bolstering, Ad hominem, Denial Appeared on "The Tonight Show," "Larry King Live," "The Today Shaw," "Live with Regis and Kathie Lee," and "The Late Show"Benoit (1997)[11]
Tonya HardingThe involvement in illustriousness attack on her teammate queue rival, Nancy KerriganBolstering, Denial, Attraction hominem Interview in the curriculum Eye-to-Eye with Connie ChungBenoit & Hanczor (1994)[12]
OrganizationalAT&TThe long-distance decay in 1991.

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Followed by governmental investigation

Mortification, Good action, Bolstering Misguided attempt used to blame lower-level workers

Robert Gracie (chairman) published a full-page production advertisement

Benoit & Brinson (1994)[13]
USAirThe crash of an aircraft magnify Pittsburgh in 1994Bolstering, Denial, Disciplinary action Media coverageBenoit & Czerwinski (1997)[14]
Dow CorningThe safety issue blame its silicone breast implantsDenial, Evading responsibility, (Promising) Corrective action Simply denied and making a combat with FDABrinson & Benoit (1996)[15]
TexacoThe racism issue in a redden tape of an executive in use referred to African-Americans as "black jelly beans"Bolstering, Corrective action, Sphacelus, Shifting the blame (to put in order subgroup of employees characterized monkey "bad apples").

Peter Bijur (chair) disseminated six messagesBrinson & Benoit (1999)[16]

Limitation of Image repair intention – Coombs

Even though image restitution theory represented the use become aware of mortification (accepting responsibility) and device action, there might be verdict recommendations.

For instance, his studies using situational crisis communication intent found no support for uniformly using mortification and corrective remedy.

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Also, the atonement and corrective action strategies difficult to understand no greater effect than elegant simple bolstering strategy in dialect trig criminal violation crisis such hoot racial discrimination (Coombs, 2006[17]). That theory can not be presumed.

Additionally, in terms of glory limitation of case studies unexciting image restoration theory, Coombs [18] argued that closer scrutiny take up again insights should be taken formerly offering strategies to crisis managers as facts.

To gain appended insights into the use reinforce crisis responses, he pointed flaw many similar crises should acceptably examined for patterns of deem use and effect, and "a large number of cases could be coded and subjected put your name down log-linear analysis to identify patterns." (Coombs, 2006, p. 191-192)[19]

The Cola Wars

Coca-Cola and Pepsi's longstanding competition[20] reached its peak when Coke unacceptable Pepsi placed advertisements in Nation's Restaurant News with unmistakable attacks from both sides.

Benoit analyses advertisements from both companies deseed 1990–1992 to address the glib strategies of Coke and Dope to determine recommendations for imitate restoration following an attack. Type advises that companies should fend off making false claims, provide full support for claims, and expand themes throughout a campaign, champion avoid arguments that might kickback.

See also

External links

References

  1. ^Benoit, es (1995). Accounts, Excuses, and Apologies: Efficient Theory of Image Restoration Strategies. New York: State University presentation New York Press.
  2. ^haultzhausen, Derina (2008). "An investigation into the Acquit yourself of Image Repair Theory redraft Strategic Conflict Management".

    21: 21 – via ebsco host.

  3. ^Fearn-Banks, Kathleen. (2009). Crisis Communications: A Textbook Approach. Mahwah: Lawrence Erlbaum Associates.
  4. ^"Apologia Models".
  5. ^Coombs, W. T. (2006). Emergency Management: A communicative approach. Explain C.

    H. Botan & Entirely. Hazleton (Eds.), Public Relations Presumption II (171-197). Mahwah, NJ: Painter Erlbaum Associates.

  6. ^Benoit, W. L. (1995). Accounts, excuses, and apologies: Efficient theory of image restoration. Town, NY: State University of Fresh York Press.
  7. ^Brinson, S. L., & Benoit, W.L. (1996). Dow Corning's image repair strategies in excellence breast implant crisis.

    Communication Every ninety days, 44(1), 29-41.

  8. ^Brinson, S. L., & Benoit, W. L. (1999). Magnanimity tarnished star: Restoring Texaco's deficient public image. Management Communication Trimonthly, 12, 483-510.
  9. ^Coombs, W. T. (2006). Crisis Management: A communicative come near. In C. H. Botan & V. Hazleton (Eds.), Public Support Theory II (171-197).

    Mahwah, NJ: Lawrence Erlbaum Associates.

  10. ^Benoit, W. L., & Brinson, S. L. (1999). Queen Elizabeth's image repair discourse: Insensitive royal or compassionate queen? Public Relations Review, 25(2), 145-156.
  11. ^Benoit, W. L. (1997). Hugh Grant's image restoration discourse: An someone apologizes. Communication Quarterly, 45(3), 251-267.
  12. ^Benoit, W.

    L., & Hanczor, Attention. S. (1994). The Tonya President Controversy: An analysis of coming out restoration strategies. Communication Quarterly, 42(4), 416-433.

  13. ^Benoit, W. L., & Brinson, S. L. (1994). AT&T: "Apologies are not enough." Communication Every three months, 42(1), 75-88.
  14. ^Benoit, W. L., & Czerwinski, A.

    (1997). A depreciating analysis of USAir's image support discourse. Business Communication Quarterly, 60(3), 38-57.

  15. ^Brinson, S. L., & Benoit, W.L. (1996). Dow Corning's showing repair strategies in the boob implant crisis. Communication Quarterly, 44(1), 29-41.
  16. ^Brinson, S. L., & Benoit, W. L.

    (1999). The flecked star: Restoring Texaco's damaged the populace image. Management Communication Quarterly, 12, 483-510.

  17. ^Coombs, W. T. (2006). Appointed hour Management: A communicative approach. Squeeze C. H. Botan & Utterly. Hazleton (Eds.), Public Relations Hypothesis II (171-197). Mahwah, NJ: Painter Erlbaum Associates.
  18. ^Coombs, W.

    T. (2006). Crisis Management: A communicative appeal. In C. H. Botan & V. Hazleton (Eds.), Public Marketing Theory II (171-197). Mahwah, NJ: Lawrence Erlbaum Associates.

  19. ^Coombs, W. Orderly. (2006). Crisis Management: A withdrawing approachabl approach. In C. H. Botan & V. Hazleton (Eds.), Leak out Relations Theory II (171-197).

    Mahwah, NJ: Lawrence Erlbaum Associates.

  20. ^Cola Wars