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Reputation Management: A Qualitative Analysis of the Effective Use of Reputation Management Techniques Applied to Personal Reputations during a Crisis Joseph A. Saulen Understanding the concept of image has been a cornerstone of public relations since its professional beginnings in the early 20 century. However, practitioners and scholars have introduced crisis management and reputation management techniques into the repertoire of public relations relatively recently. This research study analyzes the concepts of reputation management and image and their applications in respect to people during a crisis. It uses content analysis to examine John Edwards and Eliot Spitzer; and the resultant tone of media coverage to ascertain the effectiveness of their reputation management strategies.