A Critical Analysis Of USAir's Image Repair Discourse

William Lyon Benoit · Anne Czerwinski

155 citations0/0 files storedBusiness Communication Quarterly

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Public Relations and Crisis Communication Linguistics and Discourse Analysis Corporate Identity and Reputation

Abstract

Faced with a crisis, what can a business say? Crisis communication literature tends to focars on what to do before and after a crisis and on the kinds of crises corporations face. Less attention is given to the options available within mes sages about a crisis. The theory of image restoration provides a useful key to composing such messages. This article applies the theory to one case study in image repair discourse: USAir's response to media coverage of the crash of one of its aircraft in Pittsburgh in 1994. Introducing such case studies in the classroom helps students to understand the basic tenets of persausion in the highly charged context of repairing a corporate reputation after an attack.

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1957Techniques of Neutralization: A Theory of Delinquency 2011The Christian Science Monitor 1978Universals in language usage: Politeness phenomena 2022Relations in Public. Microstudies of the Public Order 1981Impression Management: The Self-Concept, Social Identity, and Interpersonal Relations.1995Accounts, excuses, and apologies: a theory of image restoration strategies 1973The Philosophy of Literary Form 1973They spoke in defense of themselves: On the generic criticism of apologia

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2002Corporate Reputation 2014Rhetoric and argument in social and environmental reporting: the Dirty Laundry case 1999The Tarnished Star 2013How Does Corporate Reputation Affect Customer Loyalty in a Corporate Crisis?1998The compatibility of corrective action in organizational crisis communication 2002Blowout!: Firestone’s image restoration campaign

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