Image restoration theory can be applied as an approach for understanding both personal and organizational crisis situations.
"[9] In the table below, representative case studies by Benoit and his colleagues are introduced: Robert Allen (chairman) published a full-page newspaper advertisement Even though image restoration theory represented the use of mortification (accepting responsibility) and corrective action, there might be alternative recommendations.
For instance, his studies using situational crisis communication theory found no support for always using mortification and corrective action.
Additionally, in terms of the limitation of case studies in image restoration theory, Coombs [18] argued that closer scrutiny with insights should be taken before offering strategies to crisis managers as facts.
Benoit analyses advertisements from both companies from 1990–1992 to address the persuasive strategies of Coke and Pepsi to determine recommendations for image restoration following an attack.