It Depends: A Contingency Theory of Accommodation in Public Relations
- 1 January 1997
- journal article
- Published by Taylor & Francis in Journal of Public Relations Research
- Vol. 9 (1) , 31-63
- https://doi.org/10.1207/s1532754xjprr0901_02
Abstract
We argue here for a contingency theory of accommodation in public relations based on a continuum from pure accommodation to pure advocacy. The theory posits that antecedent, mediating, and moderating variables lead to greater or lesser accommodation. We identify 87 variables for inclusion in the matrix of factors affecting the degree of accommodation undertaken by public relations practitioners. We offer the theory as an alternative to the normative theory of excellence in public relations based on the two-way symmetrical model.Keywords
This publication has 10 references indexed in Scilit:
- Reconsidering public relations modelsPublic Relations Review, 1994
- Ethics and professional persuasive communicationsPublic Relations Review, 1994
- The Limits of Symmetry: A Game Theory Approach to Symmetric and Asymmetric Public RelationsPublic Relations Research Annual, 1991
- Corporate Issues Management: Theoretical Underpinnings and Research FoundationsPublic Relations Research Annual, 1990
- Beyond Ethical Relativism in Public Relations: Coorientation, Rules, and the Idea of Communication SymmetryPublic Relations Research Annual, 1989
- Comments on “Professional Advocacy in Public Relations”Business and Professional Ethics Journal, 1987
- Professional Advocacy in Public RelationsBusiness and Professional Ethics Journal, 1987
- The Role of Public Relations in Four Organizational TypesJournalism Quarterly, 1985
- Organizational Structure, Environment and Performance: The Role of Strategic ChoiceSociology, 1972
- The Norm of Reciprocity: A Preliminary StatementAmerican Sociological Review, 1960