Strategic Communication 101: Crisis Communication - Image Repair Theory Benoit Denial Evasion Reducing Offensiveness Corrective Action Mortification

What This Is

Image Repair Theory, developed by William L. Benoit, is a strategic communication framework that helps organizations repair their damaged image or reputation. It involves five strategies: denial, evasion, reducing offensiveness, corrective action, and mortification. By applying these strategies, organizations can mitigate the negative consequences of a crisis or reputation threat. For instance, Johnson & Johnson's swift response to the Tylenol tampering crisis in 1982, which included a nationwide recall and a public apology, set the gold standard for crisis communication and saved the company's reputation.

Key Theories & Models

• Image Repair Theory (Benoit): Five strategies to repair an organization's image, chosen based on severity and evidence:
  • Denial: Refusing to acknowledge the problem or its severity.
  • Evasion: Avoiding the issue or deflecting attention.
  • Reducing Offensiveness: Downplaying the severity of the problem.
  • Corrective Action: Taking steps to rectify the situation.
  • Mortification: Expressing remorse and taking responsibility.
• PESO Model: Paid, Earned, Shared, and Owned media categories for integrated campaigns:
  • Paid: Advertising and sponsored content.
  • Earned: Media coverage and publicity.
  • Shared: User-generated content and social media.
  • Owned: Company-controlled media channels.
• Situation Crisis Communication Theory (SCCT): A framework for understanding crisis communication:
  • Crisis type (e.g., technological, financial).
  • Crisis severity (e.g., low, high).
  • Crisis responsibility (e.g., internal, external).
• Crisis Communication Model: A framework for crisis communication planning:
  • Anticipate and prepare.
  • Respond and communicate.
  • Recover and rebuild.
• Reputation Management: A framework for managing an organization's reputation:
  • Monitor and measure reputation.
  • Develop a reputation strategy.
  • Implement reputation-building activities.
• Social Identity Theory: A framework for understanding how groups form and maintain their identity:
  • Group membership and identity.
  • Social categorization and comparison.
  • Group norms and values.

Step-by-Step Application

1. Assess the situation: Determine the severity and type of crisis, and identify the stakeholders involved.
2. Choose the right strategy: Select the most appropriate image repair strategy based on the severity and evidence of the crisis.
3. Develop a communication plan: Create a plan that includes a clear message, key messaging, and a distribution strategy.
4. Implement the plan: Execute the communication plan, including media relations, social media, and internal communications.
5. Monitor and evaluate: Continuously monitor the situation and evaluate the effectiveness of the communication plan.
6. Recover and rebuild: Take steps to recover and rebuild the organization's reputation, including corrective action and mortification.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: PR is about building and maintaining relationships, not just manipulating public opinion. For example, Nike's Colin Kaepernick ad campaign was a strategic move to rebrand the company and appeal to a new audience.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to be prepared. For example, the Cambridge Analytica scandal highlighted the importance of data protection and crisis preparedness.
• Misconception: "CSR is just philanthropy."
• Correction: Corporate Social Responsibility (CSR) is about integrating social and environmental concerns into business operations and decision-making. For example, Patagonia's environmental activism is a key part of its CSR strategy.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a crisis scenario and develop a communication plan using the Image Repair Theory and other frameworks.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as CSR and shared value.
• Strategic thinking: Demonstrate how to apply the Image Repair Theory and other frameworks to develop a comprehensive communication plan.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Assess the situation and determine the severity of the crisis. 2. Choose the right image repair strategy, such as mortification or corrective action. 3. Develop a communication plan that includes a clear message, key messaging, and a distribution strategy.

Rationale: Grounded in the Image Repair Theory, this response acknowledges the severity of the crisis and takes steps to repair the organization's image.

Last-Minute Cram Sheet

• Image Repair Theory: Denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Situation Crisis Communication Theory (SCCT): Crisis type, severity, and responsibility.
• Crisis Communication Model: Anticipate, respond, and recover.
• Reputation Management: Monitor, develop, and implement reputation-building activities.
• Social Identity Theory: Group membership, social categorization, and group norms.
• APR Code of Ethics: Professional standards for public relations practitioners.
• PRSA Code of Ethics: Professional standards for public relations practitioners.
• "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion.
• "CSR is just philanthropy" – CSR is about integrating social and environmental concerns into business operations and decision-making.