Benoit Typology- Persuasion

the 14 different ways to deal with a crisis and repair an image

Denial

refusing to accept blame/ responsibility for a crisis

Shifting the blame

putting the responsibility for a crisis onto another individual

Provocation

used when rhetors explain their behavior by claiming that the actions of another goaded
them into the offensive behavior. Ex. A politician accused of running negative advertisements could
say, “My opponent attacked me first.”

Defesability

Used to indicate a lack of information or ability in a situation. Ex. A senator might claim
he did not know about some harmful provision in a bill when voting for it.

accident

Ex. A congressional aid miscalculated part of a budget initiative, they say “It was a mistake.
The miscalculation was an accident.”

good intentions

A president who raises taxes after promising not to might claim, “I wanted to lower
the budget deficit. I thought it would help taxpayers.

Bolstering

Reminding the audience of the accused person’s many good qualities that should presumably
make the current transgression less offensive. Ex. A president under attack for accepting illegal foreign
money could ask that the public consider his/her otherwise excellent record in office.

minimization

Used when he asks the audience to consider that the offense is minor in some way. Ex. A
politician under attack for voting for an increased budget deficit might respond by saying, “It’s only
another 20 million dollars. That’s a tiny portion of the budget.”

differentiation

Occurs when the accused attempts to define a deed as somehow different that what it has
been called. Ex. A politician might say, “I did not raise taxes. I merely closed a few loopholes.” In this
action, the politician wants the voter to think of this action as something other than a tax increase.

Transcendence

Put the misdeed in a larger context. Ex. A war protester might explain refusal to pay
income tax by saying the offense was about peace, not greed. If this action can be placed in a larger
context, the audience may not find it as offensive as simple tax evasion

Attack Accuser

Ex. A senator who is accused of sexual harassment could call the accuser, “A slut who
knew what she was doing.” In this instance the accused not only shifts the focus away from his
wrongdoing, but also attempts to reduce the offensiveness of the event by tying the accusation to some
unworthy source.

Compensation

can only be done by corporations. When accused of accepting money from foreign governments, an official could
choose to refund the money to the illegitimate source, making things right again.

corrective action

Involves changing one’s ways of conduct in order to prevent a recurrence. Ex. The
politician in the last example could articulate steps to be taken to avoid accepting illicit contributions,
such as accepting money only from registered lobbyists.

Mortification

Admit wrongdoing and express regret.