Recently, the pastor of a Dallas-area megachurch embroiled in controversy called host Julie Roys a “wolf” and accused her of being “in sin.” Is it true—is Julie just a wolf looking to take people down? Or is that pastor, Landon Schott of Mercy Culture, engaging in classic image repair tactics?
Joining me to discuss the issue is Dr. Julia Dahl, a pathologist and image repair analyst. On this podcast, Dr. Dahl explains image repair tactics—the specific strategies and actions a person, or organization, takes to repair their public image after a crisis or negative event.
As a starting point, Dr. Dahl examines a nearly 10-minute Instagram video posted by Schott in response to an article published by The Roys Report (TRR).
The article concerned the battle between Schott’s church and neighbors over a proposed three-story, 100-bed facility for survivors of sex trafficking. The church’s neighbors resisted the church’s plans to build the facility, citing concerns about safety, traffic, and doubts that Mercy Culture is following best practices. Schott responded by calling the neighbors “demonic” and claiming their opposition is “spiritual warfare.”
After the story published, Schott unleashed on Julie Roys personally in a 10-minute video, which according to Dr. Dahl, contained more than 100 examples of image repair tactics focused on protecting Schott and Mercy Culture.
Sadly, these tactics are becoming common among pastors who feel threatened, Dahl says. And rather than owning their sins and reconciling with those offended or harmed, Christian leaders are using these tactics to vilify others and escape responsibility.
Dr. Dahl urges clergy and Christian leaders to choose the way of truth and integrity instead. And she equips listeners to spot image repair tactics, so we’re not manipulated by them.

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Dr. Julia Dahl
Dr. Julia Dahl is an image repair analyst and advocate for abuse survivors. She is also a clinical pathologist with special interest in immunohistochemistry, who earned her medical degree at Oregon Health and Science University in Portland. She is an assistant professor of pathology at the University of Michigan Medical School and the associate director of Michigan Medicine Laboratories. She has written articles and research on the topic of image repair tactics.
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5 Responses
Very respectfully, the man’s “image repair comments” are not a recent way these people react. Every word, all the posturing and tactics are timeless. Psalms and Proverbs are a treatise on this behavior. In some cases, like this one, God’s people are commanded in how to respond. Rereading these passages on dealing with fools and the wicked will justify your righteous response. In fact, God condemns the rest of us for remaining silent and doing nothing.
Just on a personal note, I’d like to thank Dr Dahl. 7 years ago I happened upon a tweet she posted, which was more helpful to my Christian and family life than anything else had been. I took her advice (to give up any desire to be in control) to a bit of an extreme, and am very glad I did.
Hello, David – am so grateful that you happened on the tweet 7 years ago – and I am in wonderment of God who gives us all that we need in the most unexpected ways sometimes! Your reply comes at a time for me where I needed to reflect on the advice that I gave to you! May you be blessed in things great and small. Julia Dahl MD
One of this church’s “associate pastors” is Nate Schatzline, who also serves as a Texas State Representative. There are those that the world calls “Christian nationalists” because they oppose conservatives participating in politics (but OK for liberals to do so), and then there are those who would impose an actual theocracy on America; Schatzline falls into the latter.
Julie, Outstanding response by you, and analysis by Dr.Dahl. I would rather buy snake oil from a con man than buy the product Schott is trying to sell. He appears to have forgotten the passages on loving your neighbor, going beyond self and putting others first, and refraining from things you may do that offend others. He obviously did not listen to your first podcast, or just lied outright. Truth hurts. Lack of “spiritural maturity” is not a excuse for emotional and mental homicide. I agree that repentance is necessary for healing. God bless you and give you favor if you decide to go on their podcast.