The research paper is being written for the purpose of recognizing and examining the Image Repair Theory and for the evaluation of every aspect that convinced the Cash Money Records to execute this concept. It implements the information learned from the class in terms of analysis of Cash Money Records Label case. It also provides appropriate advice to other institutions stuck in such scenarios. The purpose of this paper is to highlight the understanding of image repair theory and the causative negative media coverage such as social media like Facebook, youtube, TV, Radio, Music etc. Many theories are circulating on how to get back the image one once had. William Benoit gives in to an image is a subjective imprint other people hold over a business. For example, it is not relatable that the Whole Food Market is known for its high quality and pure products and holds a positive image on the front of the consumers. This is my personal experience of visiting there and it may vary from other people as every individual has a different viewing over.A company when selling products that are meeting the customer’s desires, it remains a valuable and positive image but only when others start stating that the company mix agents that are obnoxious, it builds a negative image. So, image validity is not constant and can alternate between good and bad based on the doings of that particular firm to combat negative criticism. Only when the transgression really took place and the public also believes the accused is accountable, then a positive image is abolished. The company should respond to accusations only when the action casts it in a bad light (Benoit 7). The image repair theory is based on message tactics when combating image deterioration. Benoit states five essentials as restoration strategies that could be adopted. They involve denial of the doing, evasion of responsibility, lessen the severity of the offense, correction, and mortification.Literature Review:An article “Image repair discourse and crisis communication” by William L. Benoit gives the explanation of the theory of image restoration discourse as a tactic for acknowledging crisis situations in different types of businesses. The theory of image repair can be applied by the practitioners as a source of assistance in designing messages in case of situations of crises as well as by the educators or critics to assess messages critically which are aroused in cases of crises. The article starts and ends by explaining and describing the fundamental ideas in the image repair theory. In addition to that, recommendations for crisis communication grounded on facts and research are also discussed. (Benoit, 1997)Denial is the rejection and refusal of committing the offense. Getting yourself exonerated from the offense and letting others share the burden of responsibility is one way of going free. Dodging the accountability involves incitement, defeasibility, accidental, and respectable intentions.A steady business uses aggravation when making amends and getting convicted for another’s fault. The fact that the act initially had a negative root makes is less damaging. Defeasibility states the lack of diligence and information about the consequences while accidental denial emphasizes on the fact that the act was not under control and the company did not have the appropriate resources to avert it. Another way of combating image deterioration is to lessen the severity of the offense by engaging the public in remembering the good times they had with the company and what the company did well for them. We can also lessen the negative thoughts the public stores. Differentiation is another tactic to avert the suspected offense. Another approach is the implementation of transcendences, trying to alter the context of the offense and the last one is attacking the criticizer. Compensation is another approach offered that is peaceful in its nature to rectify The final method involves compensating the loss that the victim suffered. This only works when the public considers the compensation as appropriate for the event (Benoit 39). The correction of the offense is when the offender tries to rectify the problem on its own. It can be achieved by reversing the things as they were and promising to do good in the future. The last is the mortification, that is the demand for forgiveness and exoneration from the crime but this approach can offer many lawsuits.The first case is from the article “A Critical Analysis Of USAir’s Image Repair Discourse” states that crisis communication focuses on the actions done before as well as after the state of crisis. In addition to that, it also depends on the types of crises an organization has to experience. There is not that much focus on the alternatives presented within messages related to the crisis. An effective key to creating similar messages is provided by the theory of image repair. The article focuses on the case of image repair discourse which is the reaction of USAir to the coverage of media regarding the crash of one of its planes in 1994 in Pittsburgh. Making such incidents known to the people help in understanding the fundamental doctrines of persuasion in the extremely charged meaning of restoring an executive reputation after a blow had been struck by a person or its specific organization. (Benoit, 1997)The second case comes from the article “President Bush’s image repair discourse on Hurricane Katrina” it explains the event in which New Orleans, as well as the adjacent region, got struck by hurricane Katrina in the month of August in 2005. The hurricane was shattering resulting in many deaths, dislocations, injuries, and enormous damage to the property. President Bush was the one who faced all the criticism because of the seemingly slow as well as an incompetent response by the federal government. In the same year, later that month, the president spoke to the nation in his speech just to restore his image as a representative of the federal government and being answerable to the public. At that time, he made use of three principal tactics: defeasibility, bolstering, and corrective measures. An assessment of the way these tactics were made use of in his convincing message arbitrated his effort of image repair to be ineffective for the most part. Bolstering did not help in compensating the lazy reaction of the government as the president took long to visit the affected area. On the other hand, the use of defeasibility is risky for Bush as it openly displays the president as incapable of solving the problem. As far as the corrective action is concerned, that was too little as well as too late. The proof of reaction of the public is constant with this unpleased assessment. (Benoit, 2009)The third case comes from the article “Queen Elizabeth’s image repair discourse: Insensitive royal or compassionate queen?” describes that many people got shocked on the death of Princess Diana but the reaction of the British Royal Family was not what was expected. This gave rise to a public relation problem. The Queen then gave a speech in which she used two strategies: denial and bolstering and two minor cases.Analysis It depends on people how do they see right and how do they perceive wrong. People restore the image they had before they were charged with a misconduct. It cannot be dodged as transgression always occurs when people deviate from other beliefs of communism and socialism. We can demarcate four reasons for this, first being the limitations of this world and only time or money can sustain in huge quantities. Secondly, many causative factors are of external origin that contributes to coerce from accomplishments. Thirdly, as our ancestors and philosophers said that nobody is perfect in this imperfect world. Things that people lust can make them go berserk such as alcohol and drugs compromise the thinking capacity of an individual. It hinders their routine and verdict. Fourthly, the infrastructure and the laying thoughts of every individual is different from the other leading to a different point of views, one thing that he seems appropriate and doable, the other thinks of it as inappropriate and judges the doer. In essence, these four factors are responsible for repeat offenses (Benoit 1).Lil Wayne one of the greatest talents launched his 6th album in the year 2008. He was honored with 4 Grammys and 8 BET Hip Hop awards. He was also given an invitation to visit the White House. He collaborated with other promising talents like Kanye West and Whitney Houston. A few years ago he was diagnosed with huge amounts of codeine which led to frequent fits and hospitalization. Codeine is present in general syrup (TMZ par 3). This occurring led to image deterioration of the Cash Money’s Record. The fans and the general public was not happy with Lil Wayne’s doing. So, it became essential for the label to respond to Wayne’s misbehavior and use of excess drugs. Wayne had his fights with drug addiction and it affected his personal life and health too much. Many fits were witnessed by the media and his representatives issued the statement that the occurring was because of dehydration and migraines (LA Times par.3). As we can infer that the incident had a negative impact on Cash Money Records and they opted image repair theory’s denial aspect. His representatives and publicists all denied of his condition (Daily News). They also refrained from claiming that Wayne had any drug addiction and these seizures are because of the drug overdose (MTV News). Cash Money Record denial led to despair as it failed to restore its fallen image. Secondly, Wayne tried the evasion of responsibility aspect of the image repair theory. At first, he rejected the sightings of him having fits but then stated that they were because of the new medicines he had been taking for good health. Wayne however, did not confess to the problem he had been suffering from and this involved both tactics; denial and evasion of responsibility. The talented rapper had hired representatives and publicists as he was a celebrity and captured people’s attention. They stated that the media had exaggerated the existing problem and the celebrity is taking rest at his Louisiana residence. But it was evident and he was evading accountability. Finally, a glimpse at the saga discloses efforts at corrective action, compensation, and mortification. In March of the year 2012, the artist confessed to being epileptic and suffered fits frequently (New York Daily News par. 3). In successive interviews, he asked forgiveness from his fans and public for his wrong-doings and destroying the business’s repute. He was offered a psychologist’s help and he took it. He displayed mortification by asking for forgiveness and correction action by letting professionals help him. After which, everything stabilized and Wayne learned to skate and Cash Money Record built a new skate park to resolve the tension of the hurricane. Based on this, Cash Money records are surely utilizing corrective action. Also, since the public knew what Lil Wayne did and accepted it, it amounts to compensation. (Atlantic Wire). Evaluation:What worked? The company took advantage of social coverage of the issue and took it to Twitter, Facebook, and YouTube confessing to the problem and be apologetic about it. Initially, the representatives handled the situation carefully by allowing the public to be aware of Lil Wayne’s condition thru social sites. Wayne’s publicist and representatives utilized the fore-mentioned tactics for getting the positive image he had before the incident. The honesty with which Wayne confessed and was apologetic worked well for him and he gained the forgiveness from the public he was seeking. What did not work? Lack of efficient communication between Wayne and his team did not work well for them. Cash Money Records did well to avert the situation in benefit of Wayne saying that drug overdose was not the cause. However, Wayne’s addiction to drugs made it hard for his fans to stomach that his present condition was not because of drugs. In spirit, Cash Money Record Label did its job well and endeavored to repair its image and that of Lil Wayne.ConclusionCash Money Records Company assesses the initiating situation again. The company closed the case by not accusing Mr. Wayne of the crisis and stating that they had everything under control. Benoit’s restoration theory emphasizes many tactics to avert blame for the offense and to jump back from a crisis but still, people are vulnerable to mistakes. The company or the organization should train and hire a spokesperson able to comprehend the situation and making the public and media aware in a way that does not harm the company’s repute.