The compatibility of corrective action in organizational crisis communication

Corrective action is one of several strategies for image restoration available to organizations facing crisis situations. A conflict often exists between organization members who wish to correct for a crisis and those who feel such correction is limiting or constitutes an unfortunate admission of guilt. This study explores the relationship between corrective action and other image restoration strategies. Specifically, the corrective actions taken by Schwan Sales Enterprises in response to its 1994 salmonella outbreak are examined. The study concludes that corrective action can actually enhance other image restoration strategies such as denial, bolstering, and mortification.