Image restoration theory  

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Introduced by William Benoit, image restoration theory (also known as image repair 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. 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.

Basic concepts of image restoration theory

some components must be present in a given attack to the image of an individual or organization:

1. The accused is held responsible for an action.
2. the act is considered offensive.
3. among other things.Template:Vague

Image restoration theory is grounded in two fundamental assumptions.

1. Communication is a goal directed activity. 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.
2. Maintaining a favorable reputation is a key goal of communication. Because face, image, or reputation is valued as important, individuals or organizations are motivated to take action when it is compromised.

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 best course based on their specific situation. Factors such as credibility, audience perceptions, and the degree of offensiveness of the act must be taken into account.

Some image repair factors include

1. Crisis responsibility- how much a company or person is responsible for in a crisis
2. Crisis type- what type of crisis is happening
3. Organizational reputation- what is the known reputation and behavior of a company or a person