1. The image repair strategies
of
Terrell Owens
by Melissa Xiao,Qianci,You Fei,Sarah

2. Introduction
Terrell owens presents one of the most
interesting challenges in sports public
relations.
In sport where loyalty,teamwork,and
sacrifice are highly valued, Owens’ public
persona is not easy promote.

3. Sports public relations and image repair
As sports has become global commodity
and the “image value” of athletes has
skyrocketed, athelete image
management has become an important
part of sports PR.
However, PR professionals are often
forced to react to negative situations
by working to repair a tarnished image.

4. Terrell Owens
• began professinal
career in 1996
• quickly cemented a
reputation
• worn out welcome
by 2004,transfer
to another football
team

6. David Joseph
Drew Rosenhaus

7. iate
got c t
rene tra
con

8. belligerent
publicly critical
dismissed from the team

9. Press Conference

10. Analysis of image
repair strategies

11. Step2
Step1Rosenhaus’s question and answer
question session
Press Conference-Terrell Owens’ reading
of a prepared statement
1)Attacking accusers-media is being
not fair to Owen
1) bolstering-apologies
2)Bolstering-Praising Owen talent
3)Mortification-mortification of
2) mortification-Owen did not truly believe
Owen apologies
he was in the wrong
4)Good Intention-significance of
Owens’ comment about McNabb.

12. Step2
Rosenhaus’s question and answer question
session
1)Attacking accusers-media is being not fair
to Owen
2)Bolstering-Praising Owen talent
3)Mortification-mortification of Owen
apologies
4)Good Intention-significance of Owens’
comment about McNabb.

13. Evaluation
Argued that Owens had been a loyal team
player
Complained that other players had done
worse things
They devalued the culture
Failed to argue that Owens would conform to
the culture in the future

14. Implications
Hurt an athlete’s image and damage a
player’s long-term negotiating position
Rosenhaus forced the media to side against
Owens = media have been unfair

15. Conclusion
Owens and Rosenhaus needed to sincerely
apologize, offer corrective action but instead
they offered half-hearted apologies
Fans, Media and Eagles : not convinced of his
remorse
Released and signed contract with Dallas
Cowboys

16. Y ou ...
Tha nk