Date of Award
MA Public Relations
Communication and the Arts
Kristen Koehler, Ed.D.
Renee Robinson, Ph.D.
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.
Naumann, Erica Joy, "Navigating the Rough on and off the Course: Best Practices for Reputation Management and Image Repair in Professional Golf" (2019). Seton Hall University Dissertations and Theses (ETDs). 2678.