| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 139590 | Public Relations Review | 2011 | 6 Pages |
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.
