PR 660 Chapter 15: Image Repair Theory
3 Aug 2020
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Image repair theory has been applied to a variety of contexts: To adequately respond to a crisis of image, you have to understand and consider what causes threats to image. The key to understanding these efforts is understanding the nature of the accusations, complaints, and attacks that threaten an image of a company. An attack on an image of an organization or person has two elements: an offensive act has happened, the accused is responsible for the offensive act. If something bad hasn"t happened, there isn"t a threat to one"s image. Only when something offensive has happened, there is a threat to image. If something good that has happened is means to be praised, it won"t be criticized by others. If nothing has happened, there isn"t a need to protect a threat to an image. An exception of this is when we are expected to do something that we don"t do.
