Managing a nation's image during crisis: A study of the Chinese government's image repair efforts in the “Made in China” controversy

• Main Authors: CAI, Peijuan, TING, Lee Pei, PANG, Augustine
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2009
• Subjects: Image repair; Public diplomacy; Nation; Image; Crisis; Product recalls; Asian Studies; Business and Corporate Communications; International Relations; Organizational Behavior and Theory; Public Relations and Advertising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6040; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7039/viewcontent/Managing_nation_image_MadeinChina_av_2009.pdf
• Institution: Singapore Management University

The image of a nation is crucial in the conduct of international relations (Wang, J. (2006). Managing national reputation and international relations in the global era: Public diplomacy revisited. Public Relations Review, 32, 91–96). A favorable image plays a critical role in asserting one's influence (Benoit, W. L., & Brinson, S. L. (1994). AT&T: “Apologies are not enough”. Communication Quarterly, 42, 75–88; Wang, J. (2006). Managing national reputation and international relations in the global era: Public diplomacy revisited. Public Relations Review, 32, 91–96). Often, strategic communication tools like public relations and media diplomacy are used to enhance a nation's image (Giffard, A., & Rivenburgh, N. K. (2000). News agencies, national images, and global media events. Journalism Quarterly, 77, 8–21). In 2007, China's reputation as “the workshop of the world” (Gaulier, G., Lemoine, F., & Unal-Kesenci, D. (2005). China: A workshop of the Cd and a market for Europe. At: http://ideas.repec.org/a/cii/cepill/2005-245.html. Accessed on 14 May 2009) came under severe threat with a series of product recalls. This was arguably the first time that allegations of product deficiencies were targeted at a country. Using the image repair theory, this paper examined the strategies used and the image these strategies generated for China. Findings showed that the initial defensive strategies generated an image of a hurried and harried country. After it was willing to confront the crises through corrective action, a surer and more determined image emerged.