Table 2.
Image repair strategies employed by Former Minister Zhang Wenkang.
| Strategy | Example | Effect |
|---|---|---|
| Denial | ||
| Simple denial | SARS under control | Negative |
| Shift the blame | Guangdong authorities should have reported first SARS cases | Negative |
| Evading responsibility | ||
| Defeasibility | SARS not listed in China's Prevention and Control Law | Positive |
| Reducing offensiveness of event | ||
| Bolstering | Cooperation with the WTO experts | Negative |
| Minimization | Only 12 SARS cases in Beijing | Negative |
| Differentiation | Beijing's SARS cases are imported not primary | Positive |
| Attack accuser | Warning Taiwan authorities | Positive |
| Corrective action | Daily report of SARS to WTO started on April 1, 2003 | Positive |
Note: Zhang unsuccessfully employed three major strategies: denial, bolstering, and minimization; his use of four minor strategies (defeasibility, differentiation, attacking accuser, and corrective action) was more effective.