Introduced by William Benoit, image restoration theory (also known as image repair theory) outlines strategies that can be used to restore one's image in an event where reputation has been damaged. Image restoration theory can be applied as an approach for understanding personal or organizational crisis situations. This theory can be applied to both individual and organizational crisis situations. Image repair theory is a component of crisis communication, which is a sub-specialty of public relations. Its purpose is to protect an individual, company, or organization facing a public challenge to its reputation.