College sports coaches and administrators can use open letters to repair images and weather crises, especially during losing seasons. Our rhetorical analysis uses Benoit’s typology of image repair to reveal three primary strategies attempted during losing seasons: evading responsibility, reducing offensiveness, and corrective action. We take note of how open letters distributed via electronic media channels widen the audience of such letters, but also, complicate issues of timing and of targeted audience analysis. We offer five implications for scholars and practitioners, including the importance of audience analysis, the value of corrective action, the ineffectiveness of attacking accusers, and the unique value of transcendence in sport communication image repair rhetoric.

In 2012, only the GOP had a contested primary. As of March 2012 none of the four candidates remaining in the race (Newt Gingrich, Ron Paul, Mitt Romney, and Rick Santorum) had secured enough delegates to claim the nomination, indicating that this primary season would drag on (McCain clinched the 2008 Republican nomination on March 4, 2008). This protracted primary meant that the Republicans had to devote most of their efforts to their immediate opponents, rather than concentrating on President Barack Obama. Obama did not have to worry about attacks from his own party. This study applies Benoit's functional theory to 143 primary television spots from this campaign. This sample of ads broke with tradition by attacking as much as they acclaimed. The topic of utterance was split about evenly between policy and character.

Open letters offer a unique focus for rhetorical analysis in sport communication, forming a message that is both interpersonal (the attempt to reflect dialogue through a letter writer and its recipients) and public (the “open” part of the open letter). The National Football League (NFL) attempted image repair when it used open letters to respond to accusations that it was not doing enough to protect athletes against devastating effects of concussions. Through the use of Benoit’s theory of image repair, the authors found that Commissioner Goodell’s open letters relied on 2 main image-repair strategies: reducing offensiveness and corrective action. They consider the implications of these rhetorical choices for the complicated merging areas of sport, communication, and health in the NFL’s open letters.

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