Image Repair Theory

Abstract

Crisis communication has emerged as an important area for theory and research in communication. Image repair, along with communication about disasters and terrorism, is a component of crisis communication. “Image” refers to reputation or face. Image is composed of perceptions about us held by others (relevant audiences). Our image is influenced by things we say and do, by what others say about us, and how others behave toward us. Of course, an image is based on beliefs and values (attitudes) as well as current statements and deeds. Image is important to people because threats to image often create embarrassment, which is unpleasant. Image is also quite important to both people and organizations (including corporations, universities, and governments) because reputation affects how others treat them. When we believe (have perceptions) that others accuse or suspect us of wrong-doing, a threat to our image arises. Note that these beliefs (about what others think about us) are a second layer of perceptions. Image repair can come into play when we hold the perception that others have negative perceptions of us. A source’s credibility (image) is an important factor in persuasion: we are more likely to be persuaded by those with high credibility and less likely to be persuaded by those with low credibility. This means that at times when it is particularly important to be persuasive—such as when we are dealing with threats to image—the accusations or suspicions that prompt image repair can reduce the effectiveness of our defensive messages.