Deflategate and Image Repair Theory: A Case Study

• Main Author: Rivas Cruz, Erica Alejandra
• Format: Others
• Published: BYU ScholarsArchive 2019
• Subjects: public relations; image repair theory; professional sports; crisis communication; Deflategate; case study; Arts and Humanities
• Online Access: https://scholarsarchive.byu.edu/etd/7571; https://scholarsarchive.byu.edu/cgi/viewcontent.cgi?article=8571&context=etd

This study employs qualitative research methods to identify crisis communication strategies utilized by Tom Brady and the New England Patriots during the cheating scandal, Deflategate. Informed by Benoit’s image repair theory, this case study analyzes 14 statements made or released in response to developments throughout the scandal. The findings support the theory of image repair in that transparency in communication and public relations are important aspects in the world of professional sports as offenders work to deter or repair any damage to their reputation in the midst of a scandal. In addition to providing a unique perspective on image repair strategies, this study also offers a foundation for additional research.