Urban Meyer Needs an Image Repair Coach

Abstract

Ohio State University football coach Urban Meyer became the subject of controversy when it was reported that one of his assistant coaches, Zach Smith, allegedly abused his spouse. Scrutiny followed the Smith reports as the media and public tried to understand Meyer’s interactions with Smith, knowledge of Smith’s conduct, proper reporting of that conduct, and handling of public relations prior to the 2018 college football season. Image repair theory (also known as image restoration theory) is utilized in this case study to assess Meyer’s public relations tactics in a time of crisis from July 24, 2018 to Sept. 22, 2018. This longitudinal approach specifically focused on a coach’s image repair quotes provides a unique contribution to the literature. Meyer used four of the five major image repair strategies noted by Benoit, more heavily leaning on reducing offensiveness of the event and mortification with the passing of time.

厄本·迈耶需要一名形象修复教练

据报道, 俄亥俄州立大学足球教练厄本·迈耶的一名助理教练扎克·史密斯（Zach Smith）涉嫌虐待他的配偶, 这一事件引发了争议。媒体和公众试图了解迈耶与史密斯的互动、迈耶对史密斯行为的知情程度、对该行为的恰当报道以及2018年大学足球赛季前处理公共关系的情况, 对史密斯的报告进行了仔细审查。本案例研究采用形象修复理论（又称形象重建理论）对2018年7月24日至2018年9月22日危机时期的迈耶公关策略进行评估。这种特别关注教练形象修复的纵向方法对这篇文献有突出贡献。迈耶使用了班尼特（1997）指出的五种主要图像修复策略中的四种, 更倾向于减少事件的攻击性, 并随着时间的推移而减少窘迫感。

Keywords:

• Urban Meyer
• image repair theory
• crisis communication
• college football
• sport public relations

关键词:

• 厄本·迈耶
• 形象修复理论
• 危机传播
• 大学足球
• 体育公关

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on Contributors

Chris Hanna (Ph.D., University of Louisville, US) is a 15-year intercollegiate athletics veteran who earned his Ph.D. in Sport Management from the University of Louisville prior to serving as an Assistant Professor of Sport Management at Georgia Southern University. Hanna’s research interests include college sport, communications content analysis, brand equity, and college sport law.

James T. Morton (Ph.D., Ohio State University, US) is a 12-year intercollegiate athletics veteran who earned his Ph.D. in Sport Management from Ohio State University prior to serving as an Assistant Professor of Sport Management at Ithaca College. Morton’s research interests include college sport, communications content analysis, brand equity, and organizational effectiveness.