Brigham Young University BYU ScholarsArchive Theses and Dissertations 2019-03-01 Deflategate and Image Repair Theory: A Case Study Erica Alejandra Rivas Cruz Brigham Young University Follow this and additional works at: https://scholarsarchive.byu.edu/etd Part of the Arts and Humanities Commons BYU ScholarsArchive Citation Rivas Cruz, Erica Alejandra, "Deflategate and Image Repair Theory: A Case Study" (2019). Theses and Dissertations. 7571. https://scholarsarchive.byu.edu/etd/7571 This Thesis is brought to you for free and open access by BYU ScholarsArchive. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of BYU ScholarsArchive. For more information, please contact [email protected], [email protected]. Deflategate and Image Repair Theory: A Case Study Erica Alejandra Rivas Cruz A thesis submitted to the faculty of Brigham Young University in partial fulfillment of the requirements for the degree of Master of Arts Kristoffer Boyle, Chair Kenneth Plowman Pamela Brubaker School of Communications Brigham Young University Copyright © 2019 Erica Alejandra Rivas Cruz All Rights Reserved ABSTRACT Deflategate and Image Repair Theory: A Case Study Erica Alejandra Rivas Cruz School of Communications, BYU Master of Arts This study employs qualitative research methods to identify crisis communication strategies utilized by Tom Brady and the New England Patriots during the cheating scandal, Deflategate. Informed by Benoit’s image repair theory, this case study analyzes 14 statements made or released in response to developments throughout the scandal, as well as newspaper articles published throughout the scandal. The findings support the theory of image repair in that transparency in communication and public relations are important aspects in the world of professional sports as offenders work to deter or repair any damage to their reputation in the midst of a scandal. In addition to providing a unique perspective on image repair strategies, this study also offers a foundation for additional research. Keywords: public relations, image repair theory, professional sports, crisis communication, Deflategate, case study ACKNOWLEDGMENTS The process of writing this thesis has been an incredible learning experience for me personally and I would like to thank several individuals who have supported me. Without the guidance, assistance, and patience of Dr. Kris Boyle and the rest of my committee, Dr. Pamela Brubaker and Dr. Kenneth Plowman, I would have never been able to finish. I am especially grateful for my husband Colton Ashby, for his love and continual support, and for helping make the end of this experience so sweet. I would also like to thank my parents, Jose Rivas and Jaqueline Cruz, for their unwavering love and support through all my years in my pursuit of a higher education. Lastly, I would like to thank the university and the School of Communications for the professors and students who have made this program an experience that has greatly impacted my life. Thank you. Table of Contents Page TITLE .............................................................................................................................................. i ABSTRACT .................................................................................................................................... ii ACKNOWLEDGMENTS ............................................................................................................. iii Table of Contents ........................................................................................................................... iv List of Tables ................................................................................................................................. vi List of Figures ............................................................................................................................... vii Introduction ..................................................................................................................................... 1 Significance to Field ....................................................................................................................... 4 Literature Review............................................................................................................................ 6 Crisis and Scandal ....................................................................................................................... 6 Image Repair Theory ................................................................................................................. 12 Key Individuals and Deflategate Timeline ................................................................................... 19 Tom Brady................................................................................................................................. 19 Robert Kraft............................................................................................................................... 20 Roger Goodell ........................................................................................................................... 21 Ted Wells .................................................................................................................................. 22 Bill Belichick............................................................................................................................. 22 Deflategate Timeline ..................................................................................................................... 24 Research Questions ....................................................................................................................... 26 Methodology ................................................................................................................................. 27 Data Collection .......................................................................................................................... 29 Data Analysis ............................................................................................................................ 32 Analysis......................................................................................................................................... 34 Analysis of Tom Brady/Patriots Statements ............................................................................. 34 Analysis of Framing and Public Perception .............................................................................. 40 Discussion ..................................................................................................................................... 45 Conclusion .................................................................................................................................... 53 Suggestion for Future Research and Limitations ...................................................................... 54 iv References ..................................................................................................................................... 57 v List of Tables Page Table 1 Strategies in Bill Belichick’s Statement from Jan. 22, 2015 ........................................... 64 Table 2 Strategies in Tom Brady’s Press Conference Interview from Jan. 22, 2015 ................... 66 Table 3 Strategies in Robert Kraft’s Statement from Jan. 24, 2015 ............................................. 68 Table 4 Strategies in Robert Kraft’s Media Session from Jan. 26, 2015 ...................................... 69 Table 5 Strategies in Robert Kraft’s Statement on the Ted Well Report from May 6, 2015 ....... 70 Table 6 Strategies in Tom Brady’s Interview from May 7, 2015 ................................................. 71 Table 7 Strategies in Robert Kraft’s Statement from May 11, 2015 ............................................ 72 Table 8 Strategies in Robert Kraft’s Press Conference Statement from May 19, 2015 ............... 73 Table 9 Strategies in Tom Brady’s Facebook post from July 29, 2015 ........................................ 74 Table 10 Strategies in Robert Kraft’s Press Conference Statement from July 29, 2015 .............. 75 Table 11 Strategies in Tom Brady’s Facebook Post from Sept. 4, 2015 ...................................... 76 Table 12 Strategies in Robert Kraft statement on Judge Berman decision from Sept. 4, 2015 .... 77 Table 13 Strategies in Robert Kraft’s Statement from July 15, 2016 ........................................... 78 vi List of Figures Page Figure 1. Timeline of dates detailing when the New England Patriots or Tom Brady issued a statement in response to a development during Deflategate ......................................................... 79 Figure 2. List of image repair theory strategies and criteria ......................................................... 81 Figure 3. Bill Belichick’s statement on the deflated football controversy from Jan. 22, 2015 .... 82 Figure 4. Tom Brady’s press conference transcript from Jan. 22, 2015 (New York Daily News, 2015) ............................................................................................................................................. 83 Figure 5. Statement from Patriots Chairman and CEO Robert Kraft on Jan. 24, 2015 ................ 87 Figure 6. Full transcript from Patriots owner Robert Kraft’s media session on Jan. 26, 2015 ..... 88 Figure 7. Patriots owner Robert Kraft's statement on the Ted Wells Report from