Сrisis Communication and Reputation Repair Strategies in the Global Sport Industry: a Case Analysis of the RUSADA Doping Allegation Scandal

Student: Gilmullina Linara

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2017

The focus of provided paper is crisis communication and reputation repair strategies in the global sport industry: a case analysis of the RusAF doping allegation scandal. Theoretical framework of this research was formed by Situational Crisis Communication Theory by Timothy Coombs, Image Repair Discourse and Discourse of Renewal. The objective of present research was the identifying strategies of crisis communications that were used after the doping scandal and how they affected the reputation of RusAF. In order to reach the proposed objective, such instrument as case study was applied. The present study features the description of theoretical and methodological research basis; a detailed description of each case is also provided. The tools used in anti-crisis campaigns are also revealed in the present study.

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