Benoit’s (1995) theory of image repair, a comprehensive framework for understanding how organizations explain crises, provides one part of the organizational narrative in crisis[…]  The theory of image repair (now Benoit’s preferred term) is premised on two general assumptions. The first assumption is that communication is goal oriented. The second assumption is that, for communicators, one of the central goals is maintaining a positive reputation (Caldiero et al. 219-220)

“In the political sphere, an apology statement is often believed to leave the past behind and rule off a lasting high-profile controversy” (“Revisiting ‘The Age of Apology’” 11). With the upcoming presidential election only a month away, Trump was not going to confess to any issues he’s caused. Instead, he persuaded the public with tactics such as “bolstering” and “transcendence.” Benoit defines bolstering as a tactic of image repair where messages emphasize positive traits of the accused in an effort to minimize negative feelings (qtd. in Ericson 245). We can see this when he says “I’ve traveled the country talking about change for America, but my travels have also changed me. I’ve spent time with grieving mothers who’ve lost their children, laid-off workers whose jobs have gone to other countries, and people from all walks of life who just want a better future. I have gotten to know the great people of our country, and I’ve been humbled by the faith they’ve placed in me. I pledge to be a better man tomorrow and will never, ever let you down” (_______)

Then there’s Benoit’s tactic of transcendence, which attempts to place offensive acts in context by emphasizing the greater good and calling attention to more important considerations (246). Trump does this by saying “[t]his is nothing more than a distraction from the important issues we’re facing today. We are losing our jobs, we’re less safe than we were eight years ago, and Washington is totally broken. Hillary Clinton and her kind have run our country into the ground” (______)