Analysis of the image repair discourse in the Michael Phelps controversy

The following study reviews the image repair strategies used by Olympic swimmer Michael Phelps, his sponsors and the organizations that govern him as an amateur swimmer after a picture of Phelps allegedly smoking from a marijuana pipe appeared in a British tabloid. Additionally, the study reviews media coverage of the controversy to determine whether Phelps was successful in repairing his image. The study concludes that Phelps’ image repair campaign was a success. Implications for public relations practitioners and suggestions for future research also are discussed.

Research highlights
► A comprehensive content analysis shows that Phelps’ image repair campaign (which encompassed mortification, bolstering, apologia, atonement, defeasibility, and corrective action) a success.
► His statement was well received by his sponsors and organizations, and the media all but dismissed the transgression as a “boys will be boys” scenario.
► Phelps’ sponsors and governing organizations not only supported the swimmer, but also bolstered his image.