What is Benoit's Image Restoration Typology?

Benoit's Image Restoration Typology is a framework developed by William L. Benoit in 1995 to analyze how individuals and organizations respond to reputational threats. It outlines five primary strategies for image restoration: denial, evasion of responsibility, reducing the offensiveness of the event, corrective action, and mortification. These strategies help communicators manage public perception and mitigate damage following a crisis. The typology is widely used in public relations and crisis communication to guide effective responses.