1. HATSHEPSUT The King Herself
Reputation Management
Stephanie Ficca

2. The History of Hatshepsut
Around 1500 B.C. Hatshepsut was born the eldest daughter of King Thutmose I
She became Queen of Egypt at the age of 12 when she married her half-brother Thutmose II
Thutmose II was the son of King Thutmose I and one of his secondary wives
He inherited the throne from his father around 1492 B.C. when he died
Thutmose II and Hatshepsut had one daughter, Neferure
However, Thutmose II and a secondary wife had a son, Thutmose III
Thumose II died very young around 1470 B.C. and the throne was given to his infant son Thumose III

4. Situation Analysis
According to custom, Hatshepsut acted as her step-son’s regent and handled all his affair until he came of age
After 7 years, she slowly made the transition to assuming the Pharaoh title and power, becoming a co-ruler of Egypt
Hatshepsut’s many achievements as Pharaoh included:
Ambiguous building projects such as memorials like Deir el-Bahri
Trading expeditions through which she brought back ivory, ebony, gold, leopard skins
Hatshepsut was the first female to attain the full power of the position as Pharaoh
She wanted to transition from a regent to a true Pharaoh

5. Objectives Synthesize the people of Egypt's idea of Queens with Kings
Bolster the legitimacy of her reign as a King
To be remembered as an influential and successful ruler
Hold the approval and respect of the common people
Reinvent her image

6. Audience The common people of Egypt Government officials and royalty
Numerous hieroglyphics refer to her personal association with the “common people” and what the people “will say” and think
Government officials and royalty
Surrounded herself with high ranking advisors
Future generations and historians
She had an obsession with wanting to be remembered
She feared not be remembered more than death

7. Strategy/ Tactics Synthesize Image Lineage Status Image
Carry out a media campaign to bolster the legitimacy of reign as king and position her as a equally great ruler
Status
Lineage
Image
Synthesize Image
Use technology and imagery
Depict her as a woman with Pharaoh traits
Create statues, paintings, pottery, and pillars with her wearing King’s headdresses, beards, and cobras
Keep some female traits but pose with Pharaoh strides Transgression from female imagery to full male depictions
Draw attention to her family dynasty by promoting her as the true heir
Constantly draw attention to her in as the true King’s first daughter Use story of divine plan of Thutmose I to appoint her as King
Surround her with supporter and powerful government people
Build memorable obelisks (stone pillars) that will stand forever
Symbolize greatness through building monuments and great temples
Arrange burial resting place with King Thutmose I
Appeal the common people
Host events that they can attend
Visit neighborhoods
Show images with them around her

8. Messages Hatshepsut is the true heir to Thutmose II due to her lineage
Hatshepsut can rule equally as great as the male rulers before her
She cares for the common people and their well-being
Hatshepsut was a great leader

9. Results View her as an equal ruler to former and future rulers
Acknowledge her as the true King whose linage destined her to become ruler
To be remembered as an influential and successful ruler for ages
Hold the approval and respect of
the common people
Holds the status of a King

10. Sources http://www.history.com/topics/ancient-history/hatshepsut