PR 660 Chapter 15: Crisis Communication and Image Repair Discourse

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

An image or reputation of a corporation is an important thing for them. Customers should question whether they want to do business with tarnished reputation of companies. We have to, as customers and consumers, be able to trust the products and services from a company. A reputation of a firm is important for other reasons beyond someone being willing to purchase something from the company. Reputation can influence the image of something and is important for both small and large companies. Pr crises are no longer a matter of if but when. Reputation is critical and companies should take preventative measures and approaches to restore an image or threat to image. The theory of image repair discourse deals with developing and understanding messages used to respond to crises of someone"s image. Image is a subjective impression of the business that others have about something.