Reputation Repair Theory and its Application in the Aftermath of the Killing of Jamal Khashoggi

Reputation Repair Theory and its Application in the Aftermath of the Killing of Jamal Khashoggi
Introduction
In the aftermath of the killing of Jamal Khashoggi, reputation repair theory played a crucial role in shaping the responses and actions of various entities involved. Reputation repair theory refers to the strategies and techniques employed by individuals, organizations, or countries to restore their damaged reputation following a crisis or negative event. This presentation will explore what reputation repair theory entails and how it was utilized in the aftermath of the killing of Jamal Khashoggi, as discussed in Chapter 11 of the book “Digital Authoritarianism – Silencing Journalists: The Killing of Khashoggi” by M.O. Jones.

Understanding Reputation Repair Theory
Reputation Repair Theory: Reputation is a valuable asset for individuals, organizations, and countries, as it influences public perception, trust, and credibility.
Crisis and Reputation Damage: Crises, such as scandalous events or controversial actions, can significantly damage one’s reputation.
Reputation Repair Strategies: Reputation repair theory suggests various strategies that can be employed to restore a damaged reputation, including denial, evasion, mortification, corrective action, and bolstering.
Application of Reputation Repair Theory in the Aftermath of the Killing of Jamal Khashoggi
Denial and Evasion: Initially, Saudi Arabia denied any involvement in Khashoggi’s killing and attempted to evade responsibility by providing conflicting narratives.
Mortification: As mounting evidence pointed towards Saudi Arabia’s involvement, the country eventually acknowledged the killing and expressed remorse, employing mortification as a reputation repair strategy.
Corrective Action: To repair its reputation, Saudi Arabia took some corrective actions, such as arresting individuals involved in the killing and implementing institutional reforms.
Bolstering: Saudi Arabia engaged in bolstering strategies to maintain support from key allies by highlighting its economic importance, geopolitical role, and commitment to regional stability.
Assessment of Reputation Repair Efforts
Effectiveness: The effectiveness of reputation repair efforts varied among different stakeholders. While some countries and organizations accepted Saudi Arabia’s actions as sufficient, others remained skeptical due to perceived lack of transparency and accountability.
Continued Scrutiny: Despite reputation repair attempts, the killing of Jamal Khashoggi continued to attract international attention and scrutiny, leading to ongoing reputational challenges for Saudi Arabia.

Conclusion
Reputation repair theory played a significant role in shaping responses and actions following the killing of Jamal Khashoggi. In an attempt to rebuild their damaged reputation, entities involved utilized denial, evasion, mortification, corrective action, and bolstering strategies. However, the effectiveness of these efforts varied among different stakeholders, and ongoing scrutiny continued to pose reputational challenges. Understanding reputation repair theory provides valuable insights into how individuals, organizations, or countries respond to crises and seek to regain public trust in the face of reputational damage.