The reputations of politicians as well as other popular figures depend on public perceptions and once reputations are threatened images repair becomes vital This paper focuses on the image repair strategies used in the public letter of apology 30 November 2011 by Prime Minister Morgan Tsvangirai released shortly after divorcing his wife Lorcadia Karimatsenga The major concern is to determine the effectiveness of the communication devices used in redeeming the PM s image in the public eye Benoit s Image Repair Theory 1995 is used as theoretical guide and methodological impetus of the study Benoit theory provides a mechanism for analyzing the communication strategies used Five major impression management strategies are adopted denial evasion of responsibility reducing the offensiveness of the event corrective action and mortification It is concluded in this study that despite the mistake of omitting some important details that could have assisted in clearing his name the image repair strategies used by Tsvangirai were to a large extent effectiv
