企業危機溝通中公關發言人的向上形象修護：形象修護理論的觀點

Upward Image Repair by Public Relations Spokespersons in Corporate Crisis Communication: An Image Repair Theory Perspective

既有形象修護理論研究多聚焦於組織面向外部受眾的危機溝通，較少處理公關發言人與領導團隊之間的內部互動。本文以Benoit形象修護理論為基礎，探討公關發言人在對外形象修護過程中，是否同時面對一種面向領導團隊的「向上形象修護」壓力與實踐。研究採質性取向，透過半結構式深度訪談10位具公關發言經驗之實務工作者，並進行質性編碼分析。研究發現，公關發言人在對外形象修護時，常以「温和∕強硬」作為策略思考主軸，而此一選擇不僅影響外部接受，也會引發領導團隊對其忠誠度、專業性與保護組織能力的內部評價，形成另一層次的形象風險。為維持內部信任與授權，公關發言人會運用建立關係、爭取最高主管支持、內部說服、強調情勢所迫、承擔責任與調整策略等作法。本文指出，這些作法可在相當程度上透過形象修護理論的策略架構加以理解。
本文之貢獻，在於將形象修護理論由傳統以前台、對外為主的研究視角，延伸至組織內部、特別是公關發言人面向領導團隊的後台修護動態。

Existing studies of image repair theory have primarily examined organizations’crisis communication directed at external audiences, with far less attention paid to the internal dynamics between public relations spokespersons and leadership teams. Drawing on Benoit’s image repair theory, this study investigates whether public relations spokespersons, while engaging in external image repair, simultaneously confront the pressure to perform a form of“upward image repair”toward organizational leaders.
Using a qualitative research design, this study conducted semi-structured in-depth interviews with 10 practitioners experienced in public relations spokesperson work and analyzed the interview data through qualitative coding. The findings suggest that spokespersons often conceptualize external image repair strategies along a moderate-hardline continuum. Such strategic positioning affects not only external acceptance but also triggers internal evaluations by leadership teams regarding the spokespersons’loyalty, professionalism, and capacity to protect organizational interests, thereby generating an additional layer of image risk within the organization.
To maintain internal trust and secure authorization, spokespersons adopt a range of practices, including relationship building, seeking support from top executives, engaging in internal persuasion, emphasizing situational constraints, assuming responsibility, and adjusting communication strategies. The study argues that these practices can be meaningfully interpreted through the strategic framework of image repair theory. By doing so, this article extends image repair theory beyond its conventional focus on frontstage, externally oriented communication and highlights the backstage dynamics of repair within organizations, particularly in the interactions between public relations spokespersons and leadership teams.