PR 660 Chapter Notes - Chapter 9: Contingency Theory

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

Conflict positioning: integrating contingency stance with image repair strategies. Advocacy and accommodation are set as opposite things on the continuum. With this, contingency theory states that analyzing a stance before the organization starts to communicate is the better option. In the same way, denial and mortification are opposite sides on a continuum. With this, image repair theory says that analyzing the organization"s strategies as they start to communicate is the better option. On the other side, if the dominant coalition is intertwined with moral, legal, jurisdictional, and regulatory constraints, they are more likely to use a less accommodative approach and strategies that are less accommodative, like denial and evading responsibility. The first is that the organization stance that it takes is based on factors affecting the organization"s stance. The second is the stance taken by the organization affects the strategies it uses. Changing this stance will affects the strategic changes employed by the organization.