Image Restoration Theory
Image Restoration Theory 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 personal or organizational crisis situations.
Introduced by William Benoit, this theory can be applied to both individual and organizational crisis situations. Image repair theory is a component of crisis communication, which is a sub-specialty of public relations. Its purpose is to protect an individual, company, or organization facing a public challenge to its reputation.
Benoit outlines this theory in Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies.
Reputation may be deliberately or accidentally damaged by word or deed. When this happens the communicator is faced with a negative image problem. Because of the negative image, communicators will be motivated to strive to restore its image as one of the main goals of communication for the public.
Maintaining a positive reputation is one of the main goals of communication.
Communication is best conceptualized as a goal-directed activity”
Image Restoration Strategies and Cycles
Reducing Offensiveness of Event.
In this strategy, the accused party (a group of people/individuals who make a mistake) looks worthy of a leniency.
Bolstering.
Trying to gain public sympathy by citing positive actions that have been done in the past and accepted by the public.
Minimization.
Trying to minimize negative feelings about things that happen by giving good persuasion. It aims to convince the public that things are not as bad as they think, thus minimizing feelings toward the negative.
Differentiation.
The accused tries to make a distinction between the actions of the accused and other similarly unpleasant acts.
Transcendence.
This strategy is done by comparing an event in a different context.
Attack Accuser.
On this strategy the defendant hopes the credibility of his accuser can be damaged so that their allegations will be questioned. While the accused attacked his accuser, public attention became distracted.
Compensation.
This compensation is a form/thing that the accused offers to make amends. The expectation of this compensation is that the accuser paid off, the deeds were forgiven, and his reputation returned.