Image Repair Strategies in Crisis Communications A Case of the Death of Children with Leukemia at Kuwait Hospital

In times of crisis, organizations implement various strategies to repair their image and protect their reputation. This study aims to analyze and evaluate the image repair strategies employed by the Yemeni Ministry of Public Health and Population in response to a health crisis involving the deaths of children with leukemia at Kuwait Hospital in Sana'a. Utilizing Benoit's image repair theory and a qualitative analysis approach, the findings reveal that the Ministry adopted seven strategies to restore its image. Notably, the Ministry successfully implemented several strategies that were appropriate for the nature of the health crisis, including the strategy of shifting blame to an external party, which it supported with persuasive techniques. Additionally, the Ministry effectively utilized strategies such as Defeasibility, Bolstering, and Minimization.

Conversely, the Yemeni Ministry of Public Health and Population undertook some corrective actions that were inconsistent with the blame-shifting strategy. As a result, the study recommends that organizations facing health crises carefully select corrective actions and ensure their alignment with other strategies. Furthermore, the study offers recommendations for health organizations that may encounter similar crises.