Crisis Blog 4: Michael Vick

According to Fearn-Banks (2007) the Apologia Theory states, “an effort to defend reputation and protect image…but it is not necessarily an apology” (p. 51). Individuals may use this theory if they are making a public statement. During this statement, with the Apologia Theory, one can deny, defend, or explain their actions. This can help the public understand their perspective.

In 2007, Michael Vick, the former quarterback of the Atlanta Falcons, was convicted of dog fighting and sentenced to jail time in a federal prison. He did not make a statement to the press immediately after being convicted. However, this is what he said when he made his statement.

From a crisis communication stand point and considering the Apologia Theory how did Michael Vick’s statement sound to the media? First, he did apologize for all the things that he did. From a communication outlook, a sincere apology is almost necessary to gain the publics approval. In order to protect his image, Vick did apologize to his teammates and all kids that look up to him. When he stated his actions were immature which consisted of bad judgment and making bad decisions, I believe this helped the reputation he had with the public. By explaining, that he realized he acted in an immature way, the public was able to agree with him and could tell he was remorseful. Do you believe Vick used the Apologia Theory correctly? Did he defend his reputation and protect his image? Did he do this effectively?

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