This intrinsic case study examines how USA Gymnastics (USAG) attempted to repair its image following allegations made of abuse within the organization, including allegations accusing Dr. Larry Nassar of sexually abusing gymnasts. This study uses Benoit’s image repair theory as a theoretical framework to analyze USAG’s public-facing communication efforts during the first four months after the allegations were initially made on Aug. 4, 2016, including statements to the public via its website and social media. The research also uses comments and reactions made by active stakeholders on USAG’s social media posts to consider the public’s reaction to USAG’s statements.

Through thematic analysis, findings show that USAG’s initial attempts at image repair were largely ineffective with its active stakeholders on social media. The organization used denial, evasion of responsibility, corrective action, and largely ignored crisis communication best practices. Analysis of stakeholder comments showed two main themes: a) cooling down and b) change. Cooling down accounted for less than one-fourth of the codes, showing that some stakeholders doubted the allegations. The theme change accounted for over three-fourths of the identified codes making it the dominant theme. These comments showed that stakeholders were not placated by the minimal action taken by USAG and called for the organization to take accountability and implement systematic changes.

The findings of this study shows a story of missed opportunities by USAG. The organizations failed to follow crisis communication best practices and implement recommended image repair strategies making their image repair ineffective with the majority of stakeholders. This study shows the importance of following crisis communication best practices and teaches future crisis communicators that there may be more power in being engaged, open, and honest with those who help make brands like USAG sustainable and powerful.