Sex, lies, and post-trial publicity: The reputation repair strategies of Dominique Strauss-Kahn

The object of this investigation is the only interview given so far by the former Managing Director of the International Monetary Fund, Dominique Strauss-Kahn (DSK), after being declared innocent of sexual assault charges brought against him by New York's District Attorney. During his television appearance, DSK used some rhetorical and, more precisely, dramaturgical image repair strategies, but also combined them with other communication strategies. This article analyzes said strategies and suggests that image repair theory researchers must include other analytical elements, strategic as well as contextual, when researching responses to crises. Furthermore, this study also discusses the role of culture and post-trial publicity in image repair strategies.

► Strauss-Kahn combined image repair strategies with dramaturgy and charismatic communication.
► Post-trial publicity can both help and complicate image repair strategies.
► Context has to be taking into consideration in image repair theory, specifically cultural context.
► Strauss-Kahn failed to adapt to his audience and failed to repair his image.