Describe Benoit’s image restoration theory. How can the theory be applied by PR professionals? Provide examples of corporate actions or messages for each category in the theory.
What will be an ideal response?
Benoit’s theory focuses on how companies monitor issues and manage crises once they occur. Benoit’s theory is most helpful in assessing where a company is in the image restoration process and then preparing your communications advice and plans accordingly to get to the corrective action stage. Benoit’s five categories of image restoration include denial, evasion of responsibility, reducing the offensive act, taking corrective action, and mortification.
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