The use of new media in professional sport image repair theory : a case study of Michael Vick, Brett Favre, and Reggie Bush.

Broadening the application of Benoit’s image repair theory, this case study compares and contrasts crisis management strategies of three NFL athletes, Michael Vick, Brett Favre, and Reggie Bush, to determine which methods were used and who employed them better. After cross-comparing those results and evaluating them against a purposive sampling of Sports Illustrated and People Magazine articles for transference of themes and usage, the researcher concluded that the application of a unified image repair strategy plan across all of the new media outlets used by each professional athlete is the best way for future athletes to utilize image repair strategies when a crisis occurs. Findings indicate social media allow athletes to publish information quickly and efficiently without a gatekeeper; however, they must still follow traditional image repair strategies to succeed. Exploring the newest communication medium, social media, added a fresh dimension to previous image repair study findings.