Date of Award

Spring 6-23-2019

Degree Type


Degree Name

MA Public Relations


Communication and the Arts


Kristen Koehler, Ed.D.

Committee Member

Renee Robinson, Ph.D.

Committee Member

Ruth Tsuria, Ph.D.


Image repair, Image Repair Theory, reputation management, golf, Tiger Woods, John Daly


Reputation management is a challenging yet necessary process for athletes in need of image repair. This study, focused on the golf industry, compares the scandals and image repair processes of professional golfers Tiger Woods and John Daly. By analyzing William Benoit’s 1995 Image Repair Theory message strategies, the researcher was able to measure change in Woods’ and Daly’s reputations. This study found that when properly implemented, these message strategies can aid in the rebuilding of a damaged reputation. These findings supported the creation of a list of best practices for image repair which in turn, provide the golf industry with an effective reputation management tool.