Image Repair - Test 2

Question 1

Benoit’s image restoration model is based on what two assumptions about communication?

Answer 1

• Communication is motivated by making and attaining goals

- One of the central goals of human communication is to maintain a positive reputation

Question 2

What is an image?

Answer 2

The subjective impression of an organization or person held by other people

Question 3

What is the important implication one can draw from the fact that “image” is the perception of the public?

Answer 3

• The image is based on perception, not reflect reality and who/what they actually are

Question 4

From what is an image formed?

Answer 4

• Formed from words and deeds of the organization

- What others say about the organization

Question 5

What two conditions must be met before image repair is necessary?

Answer 5

• When there is an undesirable act (or the organizations fails to act when it should or acts poorly)
• The individual whose reputation is at stake perceived as responsible for that act

Question 6

What 5 image repair strategies does Benoit identify?

Answer 6

• Denial
• Evading Responsibility
• Reducing Offensiveness of event
• Corrective Action
• Mortification

Question 7

What message strategies does Benoit offer for repairing an image?

Answer 7

• Redefine the attack
• Refocus the target publics attention
• Accept blame if at fault
• Shifting the blame
• Defeasibility (defensible explanation for the act)
• Announce corrective actions
• Don’t trivialize problems