William L. Benoit

William L. Benoit is a social scientist known for his research on how people use communication to manage their reputation, especially during crises. He developed the **Image Restoration Theory**, which explains strategies individuals or organizations employ to protect or repair their public image after negative events. These strategies include denial, apology, or justification. Benoit's work helps us understand how public figures and organizations communicate to restore trust and credibility when challenged. His insights are widely used in fields like public relations, crisis management, and communication studies to analyze and improve response strategies.