| Legitimacy is the perceived right of an organization to exist according to its multiple stakeholders, which is threatened when a crisis occurs. Organizations cannot escape crises, but they can take efforts to reduce the damage to the organization's image and reputation. This study sought to accomplish several things. First, it sought to integrate legitimacy and image restoration research, which have been previously presented as distinct areas of research. Second, this study argues that researchers should place more emphasis on studying the entire legitimacy cycle, which includes gaining, maintaining and repairing legitimacy. Third, several crisis stage models have been developed but because the stages themselves are not that different from the elements of the legitimacy cycle, this study proposes that Weick's (1988) enactment be explored as an alternative to stage models. Lastly, this study focused on organizations that not only faced a crisis, but also faced their crisis being reenacted in a popular movie. To explore these elements, a rhetorical analysis was conducted of the reparation efforts of five organizations whose crises were featured in major motion pictures: W. R. Grace (A Civil Action); Brown & Williamson Tobacco Co. (The Insider ); CBS/60 Minutes (The Insider); PG&E (Erin Brockovich); and, Kerr-McGee (Silkwood ). The effectiveness of the strategies chosen was evaluated and implications discussed for both legitimacy endeavors and future organizational crisis management. |
