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Basically , every crisis threatens the reputation of the organization . In this context , an effective crisis communications will minimize damage to reputation as a result of the crisis. In other words , when a crisis occurs, an effective crisis communication becomes a tool in the effort to build , restore and maintain a positive reputation . The messages conveyed in organizational communication plays an important role in crisis situations . Here the company provides information to those affected by the crisis and to help reduce the damage and the impact of the crisis on the organization .

For a company and individual , image and reputation is very important . Therefore, if the reputation falls , it takes a great resource to recover . In everyday discussion , reputation meant as image sticking in the minds of stakeholders towards an organization based on the fact how well an organization meets their expectations .

every crisis threatens the reputation of the organization . In this context , an effective crisis communications will minimize damage to reputation as a result of the crisis. In other words , when a crisis occurs, an effective crisis communication becomes a tool in the effort to build , restore and maintain a positive reputation . The messages conveyed in organizational communication plays an important role in crisis situations . Here the company provides information to those affected by the crisis and to help reduce the damage and the impact of the crisis on the organization .

Reputation may be damaged intentionally or unintentionally through word or deed. When this happens communicator faced with the problem of negative image. Benoit created theories on the assumption that because of the negative image, the communicator will be motivated to try to restore its image as one of the main objectives of communication for the population. In explaining how language constructs the social reality, reviewing the original concept of social

construction of reality would provide a better understanding of how the theory may be applicable to the study of image restoration. Particularly, how communication influences and maintains one’s perception towards a subjective fact towards an organization, socially-created reality, image or how image is considered as socially constructed reality through communication (Kessadayurat, 2011) .We can see the Image Restoration theory into practice almost every day. If we turn on the TV and watch the news would seem a common thing when looking at a company or a politician to defend the action or pull rephrase or comments. We can see the form of Image Restoration through advertising when an organization trying to raise money for charity as a public relations move or even when someone just to apologize to others. From the name, it can be concluded that the Image Restoration Theory is a theory of image restoration where everyone always wants a positive image in him, even when he makes a mistake, he tried to restore the positive image.

(While Coombs , 2007) SCCT classifying it into four groups of strategies were considered to be similar. First, a strategy of denial . Here, the organization tried to refuse the responsibility . Second , reduction strategies ( diminishment ) which seeks to reduce the attribution of crisis or organizational control over the negative impact of the crisis . Thirdly , the strategy of rebuilding ( rebuilding ) are trying to improve the organization's reputation back . Strategy denial , reduction and rebuilding includes various degrees of accommodation , which shows concern for the victims and reflect how much the responsibility of the organization to accept the crisis . The fourth is a complementary strategy of strengthening the strategy with other strategies and aims to build a positive relationship between the organization and stakeholders (stakeholders ) .

One example is the study of the case of Coca - Cola in Western Europe in 1999. At that time, children in Belgium fell ill after drinking Coca - Cola and Coca - Cola was first rejected all claims of responsibility . Consumers Belgium , France, and Spain reacted strongly and stop drinking Coca - Cola and brand related products . Other neighboring countries such as Sweden , Norway and Denmark did not react strongly to the same communication strategy . A study found , Belgium , France, and Spain to obtain very high scores in avoiding uncertainty ( high anxiety for unpredictable , low risk taking , concern for security , safety and explicit rules ) . Whereas Sweden , Norway and Denmark had lower scores . The United States , the country of origin Coca - Cola in both categories .

Reference:

Coombs,Thimothy W, 2015, Impact of Crises on Current Crises Communication, Journal of Business Communication, Vol. 41

Kessadayurat, Chutima, 2011, Understanding Image Restoration Strategies From A Stakeholder Approach, Bu Academic Review