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A Cavalier Approach to Public Relations: The Unconventional Image Restoration of LeBron James

机译：公共关系的一种轻松方法：勒布朗·詹姆斯的非常规形象还原

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摘要

In a widely panned 2010 television special, LeBron James announced that he would be leaving the Cleveland Cavaliers and “taking his talents to South Beach.” Criticized by many for exhibiting what was seen as uncouth and egotistical behavior, James and his personal and professional image were severely damaged by the fallout from the spectacle and subsequent posturing. After five years, however, LeBron’s image has recovered fully, and today he has the distinction of being one of the most popular athletes in the world. Using the theoretical lens of Benoit’s Image Restoration Theory, this case study examines how James bucked established strategic communication processes to rebuild his tarnished brand.
机译：勒布朗·詹姆斯（LeBron James）在2010年受到广泛批评的电视特辑中宣布，他将离开克利夫兰骑士队，“将他的才华带到南海滩”。许多人因表现出虚假和自负的行为而受到批评，詹姆斯及其个人和职业形象因眼镜的后果和随后的姿势而受到严重破坏。然而，五年后，勒布朗的形象已完全恢复，如今，他已成为世界上最受欢迎的运动员之一。该案例研究使用了贝努瓦（Benoit）的图像恢复理论的理论视角，研究了詹姆斯如何克服既定的战略沟通流程来重建其受污染的品牌。

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