Image repair strategies, local news portrayals and crisis stage: A case study of Duke University's lacrosse team crisis

The case analysis presented here studies Duke University's strategic use of communication to defend its image during the scandal involving its men's lacrosse team. Benoit's (1995, 1997) image repair theory is used to analyze Duke's strategy in 54 public statements, news releases, and documents. Additionally, 870 local newspaper stories about the Duke case from The News & Observer (n = 443) and The Herald Sun (n = 427) are analyzed by crisis stage. Results show that Duke initially relied most on simple denial and mortification to defend its athletes, and engaged in bolstering, corrective action, separation, and attacking one's accuser to defend the university's reputation. Findings suggest a new defense category: expression of disappointment, which is related to the concept of separation. Use of the strategy of attacking one's accuser was associated with the most positive local news coverage.