William Benoit

William Benoit is a communication scholar known for his research on how individuals and organizations manage their public image through a process called "image restoration." He developed a widely used framework that identifies various strategies people use to defend or repair their reputation after a crisis or scandal, such as denial, apology, or shifting blame. His work helps us understand how public figures and companies respond to criticism and attempt to regain trust, highlighting the importance of strategic communication in maintaining credibility and reputation.