We all want to look good. We are constantly making efforts to ensure that people perceive us in a certain way. Occasionally, we find ourselves in situations that damage our image or at least, make us appear differently than we would prefer. Sometimes, the harm results from our own actions or inactions. At other times, it could be due to adversaries or competitors pushing certain narratives to hurt us. Whether at a personal level, within families, in business, or in organizational settings, we will all experience this phenomenon.
The attempt to change the course of such negative perception is referred to as image repair, and communication scholars have developed a framework known as Image Repair Theory, first coined by William Benoit (Benoit, 1995).
Image Repair Theory identifies five general approaches, comprising a total of fourteen strategies, for responding to accusations or suspicions:
- Denial: This involves outright denial or shifting the blame to others. This strategy is effective only when the accusation is verifiably false. Overuse of denial to protect oneself or an organization can backfire. Eventually, you—or your organization will be branded a liar, and it may be extremely difficult to rebuild trust once that label sticks.
- Evading Responsibility: Here, the accused may argue that the act was a response to someone else’s offensive behavior, occurred due to a lack of information, was accidental, or was done with good intentions. This approach seeks to mitigate culpability without directly denying the act.
- Reducing Offensiveness: This set of strategies aims to soften the audience’s negative perceptions. It may involve reminding the public of past positive actions, minimizing the perceived harm, differentiating the act from more serious offences, reframing the act in a more favorable context, attacking the credibility of accusers, or offering compensation to those affected.
- Corrective Action: This involves taking steps to repair the damage without directly engaging in blame or defensiveness. It is the second-best approach, especially for those who find it difficult to admit wrongdoing. Still, it shows a willingness to take responsibility and make amends.
- Mortification: This is the highest level of responsibility. The accused admits fault, seeks forgiveness, and offers compensation or restitution where necessary. While it can be costly, nothing surpasses the power of genuine remorse. If more of us set aside our egos and chose mortification at home, at work, in business, and in government our relationships would thrive, families would be more harmonious, businesses would be more trustworthy, organizations would be more impactful, and governments would serve their citizens with sincerity, trust, and goodwill.
References
Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategies. State University of New York Press.