Moody-Ramirez, Mia.Mason, Hannah Noelle.2012-08-082012-08-082012-052012-08-08http://hdl.handle.net/2104/8447Broadening 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.en-USBaylor University theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. Contact librarywebmaster@baylor.edu for inquiries about permission.New media.Image repair theory.Professional sports.Case study.NFL.Michael Vick.Brett Favre.Reggie Bush.ThesisWorldwide access.Access changed 1/13/14.