Image Repair Theory

Image Repair Theory explains how individuals or organizations respond to reputation threats or damage. When faced with criticism, scandal, or negative publicity, they use specific strategies to protect or restore their image. These strategies include admitting fault, denying the issue, justifying actions, or issuing apologies. The goal is to manage public perception and rebuild trust. Essentially, it’s a framework for understanding how people or groups attempt to repair their reputation after it has been tarnished.