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Benoit analyses advertisements from both companies from 1990–1992 to address the persuasive strategies of Coke and Pepsi to determine recommendations for image restoration following an attack. He advises that companies should avoid making false claims, provide adequate support for claims, and develop
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Additionally, in terms of the limitation of case studies in image restoration theory, Coombs argued that closer scrutiny with insights should be taken before offering strategies to crisis managers as facts. To gain additional insights into the use of crisis responses, he pointed out many similar
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Perception is fundamental to image restoration, as the accused actor will not engage in a defensive strategy unless the perception exists that he is at fault. The actor who committed the wrongful act must decide on the strategy of the best course based on their specific situation. Factors such as
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found no support for always using mortification and corrective action. Also, the mortification and corrective action strategies had no greater effect than a simple bolstering strategy in a criminal violation crisis such as racial discrimination (Coombs, 2006). This theory can not be predicted.
28:) outlines strategies that can be used to restore one's image in an event where reputation has been damaged. Image restoration theory can be applied as an approach for understanding both personal and organizational crisis situations. It is a component of
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The importance of image is one of the key factors in a brand, or persons, business. This is one of the most important factors when it comes to conflict management and resolution. The theory of image restoration builds upon theories of
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Benoit claims that these treatments of image restoration focus on identifying options rather than prescribing solutions. He grounds image restoration theory on a comprehensive literature review of apologia and accounts theories.
312:"Image restoration theory is the dominant line of research generating these recommendations. The most common recommendations suggest using the mortification and corrective action crisis response when an organization is guilty."
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and accounts. Apologia is a formal defense or justification of an individual's opinion, position, or actions, and an account is a statement made by an individual or organization to explain unanticipated or transgressive events.
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crises should be examined for patterns of strategy use and effect, and "a large number of cases could be coded and subjected to log-linear analysis to identify patterns." (Coombs, 2006, p. 191-192)
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Even though image restoration theory represented the use of mortification (accepting responsibility) and corrective action, there might be alternative recommendations. For instance, his studies using
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Coombs, W. T. (2006). Crisis
Management: A communicative approach. In C. H. Botan & V. Hazleton (Eds.), Public Relations Theory II (171-197). Mahwah, NJ: Lawrence Erlbaum Associates.
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Coombs, W. T. (2006). Crisis
Management: A communicative approach. In C. H. Botan & V. Hazleton (Eds.), Public Relations Theory II (171-197). Mahwah, NJ: Lawrence Erlbaum Associates.
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Coombs, W. T. (2006). Crisis
Management: A communicative approach. In C. H. Botan & V. Hazleton (Eds.), Public Relations Theory II (171-197). Mahwah, NJ: Lawrence Erlbaum Associates.
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Coombs, W. T. (2006). Crisis
Management: A communicative approach. In C. H. Botan & V. Hazleton (Eds.), Public Relations Theory II (171-197). Mahwah, NJ: Lawrence Erlbaum Associates.
641:
Coombs, W. T. (2006). Crisis
Management: A communicative approach. In C. H. Botan & V. Hazleton (Eds.), Public Relations Theory II (171-197). Mahwah, NJ: Lawrence Erlbaum Associates.
69:. Communicators may have multiple goals that are not collectively compatible, but people try to achieve goals that are most important to them at the time, with reasonable cost.
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The accused claims that they will correct the problem. This can involve restoring the situation to its prior state, or promising to make changes to prevent its reoccurrence.
123:'s (1967) remedial moves; Schonbach's (1980) updated analysis of Scott and Lyman's (1968) theory; and Schlenker's (1980) analysis of impression management and accounts.
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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.
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Benoit, W. L., & Hanczor, R. S. (1994). The Tonya
Harding Controversy: An analysis of image restoration strategies. Communication Quarterly, 42(4), 416-433.
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longstanding competition reached its peak when Coke and Pepsi placed advertisements in Nation's
Restaurant News with unmistakable attacks from both sides.
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Brinson, S. L., & Benoit, W. L. (1999). The tarnished star: Restoring Texaco's damaged public image. Management
Communication Quarterly, 12, 483-510.
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Brinson, S. L., & Benoit, W. L. (1999). The tarnished star: Restoring Texaco's damaged public image. Management
Communication Quarterly, 12, 483-510.
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Brinson, S. L., & Benoit, W.L. (1996). Dow Corning's image repair strategies in the breast implant crisis. Communication Quarterly, 44(1), 29-41.
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Brinson, S. L., & Benoit, W.L. (1996). Dow Corning's image repair strategies in the breast implant crisis. Communication Quarterly, 44(1), 29-41.
215:: used to mitigate the negative effects by reinforcing the audience's positive idea of the accused. They may remind the audience of prior good acts.
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Benoit, W. L., & Czerwinski, A. (1997). A critical analysis of USAir's image repair discourse. Business Communication Quarterly, 60(3), 38-57.
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Based on several case studies by Benoit and his colleagues, a number of prescriptive recommendations were cited for the use of crisis strategies:
75:. Because face, image, or reputation is valued as important, individuals or organizations are motivated to take action when it is compromised.
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Specific influences of image restoration theory include Rosenfield's (1968) theory of analog, Ware and Linkugel's (1973) theory of apologia;
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When unable to deny performing the act in question, the accused may attempt to evade responsibility. This strategy has four components.
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Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration. Albany, NY: State University of New York Press.
257:: the actor offers to redress the victims of their action in order to offset the negative sentiment that is being held against them.
119:'s (1970) theory of goals and purification; Ryan's (1982) kategoria and apologia; Scott and Lyman's (1968) analysis of accounts;
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The accused may attempt to reduce the degree of negative feeling experienced by the audience. This strategy has six components.
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Benoit, W. L. (1997). Hugh Grant's image restoration discourse: An actor apologizes. Communication Quarterly, 45(3), 251-267.
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Appeared on "The Tonight Show," "Larry King Live," "The Today Shaw," "Live with Regis and Kathie Lee," and "The Late Show"
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Benoit, W. L., & Brinson, S. L. (1994). AT&T: "Apologies are not enough." Communication Quarterly, 42(1), 75-88.
36:. Its purpose is to protect an individual, company, or organization facing a public challenge to its reputation.
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Bolstering, Corrective action, Mortification, Shifting the blame (to a subgroup of employees characterized as "
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The racism issue in a secret tape of an executive meeting referred to African-Americans as "black jelly beans"
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credibility, audience perceptions, and the degree of offensiveness of the act must be taken into account.
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The dominant recommendation is for an organization to immediately admit fault/accept responsibility.
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Two components must be present in a given attack to the image of an individual or organization:
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In the table below, representative case studies by Benoit and his colleagues are introduced:
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Crisis responsibility – how much a company or person is responsible for in a crisis
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The long-distance breakdown in 1991. Followed by governmental investigation
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in order to lessen the audience's negative sentiment by means of comparison.
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Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies
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Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies
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themes throughout a campaign, and avoid arguments that might backfire.
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The involvement in the attack on her teammate and rival, Nancy Kerrigan
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Robert Allen (chairman) published a full-page newspaper advertisement
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Image restoration theory is grounded in two fundamental assumptions.
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If the organization is innocent, denial is an effective strategy.
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Being arrested in Hollywood for lewd behavior with a prostitute
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450:The safety issue of its silicone breast implants
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415:Misguided attempt to blame lower-level workers
431:The crash of an aircraft in Pittsburgh in 1994
371:Mortification, Bolstering, Ad hominem, Denial
90:Crisis type – what type of crisis is happening
55:The accused is held responsible for an action.
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412:Mortification, Corrective action, Bolstering
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349:The sudden tragic death of Princess Diana
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561:Benoit, William.outlines (1995).
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