Navigating Crisis Communication: Restorative Facework in Press Conferences

In the realm of crisis communication, the role of facework strategies is pivotal in managing face (or reputation) of individual or/and organization. This study examines the employment of restorative facework by the spokesperson during a series of high-stakes press conference (PC) in response to the face threats (also known as face threatening acts, FTAs) by the journalists. The methodology used in this paper solely of content analysis on verbatim transcripts collected from a series of press conferences, over a period of 82 days. A total of 28 video recordings of the press conferences held in Malaysia were transcribed and categorised to identify the common themes of FTAs and restorative strategies. The findings of the paper are interpreted from perspective of the pragmatic view within the framework of Stella Ting-Toomey's Face Negotiation Theory (1988). Preliminary findings suggest the use of restorative faceworks for reputation management aimed at repairing harm, rebuilding trust, and fostering positive relationships with the victims' families and stakeholders.