Identifying key influencers of Chinese PR practitioners’ strategic conflict management practice: A survey on contingent variables in Chinese context

As the first quantitative test of contingency theory in China using an online survey, this study examined the influence of each of the over 80 individual contingent variables as perceived by Chinese public relations practitioners. Individual characteristics as related to conflict management as well as political–social factors were identified as the most influential variables. By forming influential contingent factors and exploring the dimensionality of these factors using factor analysis, the results of this study suggested structural stability of the contingency matrix. Further, the effects of gender and types of organizations were tested on how Chinese practitioners perceive these influences in their public relations practice. The findings provide insights for both practitioners and researchers on how to strategically identify and combine the most influential factors in effective and ethical conflict management in China.     

What drives a tough call: Determining the importance of contingency factors and individual characteristics in communication executives’ stance decision-making through a conjoint analysis

To further the understanding of how communication executives make tough calls in times of organizational-public conflict, we use a conjoint analysis to identify key drivers for organizational stance decision-making. This is the first-ever conjoint analysis applied to advancing the contingency theory of strategic conflict management by examining the relative importance of key contingency factors as determined by practitioners with varied individual characteristics. This study investigates: 1) the relevant importance of and dynamics between three key contingency factors (i.e., external threats, organizational characteristics, and dominant coalition characteristics); 2) the influence of individual characteristics (e.g., gender, experience, and personal ethics) in stance decision-making process; and 3) how different types of organizational stances (i.e., general stance, action-based accommodation, and qualified-rhetoric-mixed accommodation) are determined by these contingency factors and individual characteristics in different conflict situations. Results generated among our communication executive participants include: individual characteristics (i.e., gender, ethics and social responsibility, whistleblowing tendencies, and over 20 years in the communications field) are influential for their strategic conflict management decision-making. Implications for refining the contingency theory and unearthing complex public relations decision-making processes via novel statistical techniques are discussed.     

Public nudity on cell phones: Managing conflict in crisis situations

Analyzing news coverage to recount a fast-moving, dramatic marketing PR incident that occurred in South Korea, the contingency theory of conflict management and crisis management strategies are integrated to examine how crisis is communicated and managed in a very short period of time. Several types of strategies were utilized by contending parties through the various stages of the crisis life cycle. We found evidence for a new contingent variable that should be added in the matrix of contingent factors--the importance of Internet community and Netizens as organized and influential public. Netizens played an important role throughout the crisis period in changing the organization's stance from advocacy to accommodation.     

Dissecting moral judgements: Using moral foundation theory to advance the contingency continuum

Incorporating Moral Foundation Theory, this study introduces an enhanced Contingency Continuum to advance the Contingency Theory of Strategic Conflict Management by dissecting the origins of conflict formation. The enhanced Contingency Continuum treats conflict as a function of moral judgment based on which people judge right and wrong. This study explores how an event’s moral implication could be deconstructed into the enhanced Contingency Continuum and contribute to the formation of a conflict through a case study of Harvey Weinstein’s scandal. Our analysis and findings of the case were then validity-tested in an extensive verification interview with a practitioner/educator who has been in the PR field for more than 40 years. Three attributions of how the enhanced Contingency Continuum could advance the Contingency Theory are identified and summarized as a three-step-cyclic model, Moral Attitude Dynamic Model (MADM) to fully exploit the potential of the enhanced Contingency Continuum on managing not only moral conflicts but also conflicts that lack resolution such as long-standing social controversial issues.     

How does it depend?: A systematic review of the contingency theory of accommodation in communication scholarship

This study conducted a systematic review of the ways in which Contingency Theory of Accommodation has been developed over the past two decades. Using an interdisciplinary approach, we analyzed the trends (e.g., journal, publication volume, research contexts) as well as the theoretical and methodological approaches utilized in Contingency Theory studies. Findings from a content analysis (N = 223) conclude that the theory has established itself as a dominant framework for crisis communication scholarship and shows clear patterns of epistemological advancement. However, the most pressing challenge for future scholarship is the need to revitalize the theory by incorporating more diverse conceptual approaches and further methodological sophistication in measurement for the 86 contingency factors.     

State of public relations education in the United States: 2006 report on a national survey of executives and academics

A survey of 312 public relations executives and educators examined how well practitioners and instructors perceive public relations students to be prepared for the practice, the content and value of public relations curricula and, the future of public relations education in the United States. Results are largely consistent with those from a slightly smaller 1998 survey, suggesting that the views of both groups are consistent over time and providing the first two data points in what it is hoped will develop into a longitudinal line of research addressing public relations education. Judgments regarding the desired characteristics among job applicants and essential curriculum content were extremely similar between the practitioner and educator groups with both wanting more emphasis on research, ethics and strategic planning as the field moves from a low-paid technical emphasis toward a much better paid strategic planning and research emphasis.     

Contingent factors: Modeling generic public relations practice in South Korea

This study identified which contingent variables public relations practitioners perceive as influential to their practice in South Korea. They responded that a number of contingent variables influence public relations activities and emphasized the influence of individual and organizational level variables on their practice. Practitioners at the management level perceived organizational level variables as influential while the staff level indicated PR department variables as dominant to their practice. Public relations practitioners whose main function is government relations tended to acknowledge a greater influence of organizational level variables. Most notably, public relations practitioners cited the constraints of negative information release and conflict situations.     

Coorientation theory in international relations: The case of Slovenia and Croatia

In this paper, we question the possibility of applying the coorientational theory in researching the communication behavior between the ‘general’ publics of two nations, Slovenia and Croatia. We use these findings to offer practical advice on solving the potential communication problems.     

The dual-continuum approach: An extension of the contingency theory of strategic conflict management

This article examines the limitations of using a single advocacy-accommodation continuum when depicting organizational stance and movement in conflict situations (Cancel et al., 1997). The authors argue that advocacy and accommodation can vary independently in response to a variety of contingent factors. To comprehensively capture the locations and motions that are possible in organization-public conflicts, a two-continuum approach is proposed. Separate assessment of the effects of contingency variables on advocacy and accommodation can be used to accurately locate organizational stance along advocacy and accommodation continua. Strategic alternatives that cannot be depicted using a single continuum (such as favorable alignment of organization advocacy/public accommodation or unilateral change on the part of one party) can be captured if separate continua are employed. By depicting initial stances and desired directions of movement for both the organization and public, the dual-continuum approach can also provide practical guidance to public relations professionals in selecting strategies for achieving preferred outcomes and evaluating their effectiveness.     

Public's expectation about an organization's stance in crisis communication based on perceived leadership and perceived severity of threats

Considering the importance of general public support of an organization during a crisis, this study examined how perceived leadership style influences public expectation about an organization's stance in crisis and the relationship between perceived severity of threat and the expected stance of the organization based on leadership perception. The results of the study strongly supported main effects of leadership on public estimation about an organization's stance. Managerial implications were discussed.     

When publics collide: Developing the dual orientation conflict model in inter-public conflict

Inter-public conflict has largely been neglected in PR research. When left to fester, such conflict may perpetuate prejudice, injustice, inequality, and other societal ills. From a PR standpoint, organizations may find it increasingly difficult to operate in the resulting climate of hostility. This piece aims to shift focus from managing direct, organization-public conflict to navigating indirect, inter-public conflict, thus broadening conflict management perspectives. Based on contingency and social identity theories, we test the dual orientation conflict model (DOCM) in the field of government public relations. The model posits two dimensions (embracing/excluding and in-group/out-group) and categorizes four types of conflict orientation (adaptation, in-group adoption, out-group adoption, and avoidance). The proposed four-factor model, comprised of 16 items, was found to be reliable and valid in an online survey of 2498 South Korean citizens across different conflictual problems. Theoretical and strategic implications are discussed.     

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor [Kent, M. L., & Taylor, M. (1998). Building a dialogic relationship through the World Wide Web. Public Relations Review, 24, 321–340; Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28, 21–37] provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor's theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor's Internet principles, as they relate to the dialogic theory of public relations.     

The role of corporate social responsibility in online identity construction: An analysis of Turkey's banking sector

This study focuses on Turkey's banking sector and investigates the role of public relations and corporate social responsibility practices in constructing organizational identities through a thematic content analysis of banks’ corporate websites. Based on social identity theory, the research reveals that regardless of its core business function, an organization must communicate non-economic social concerns to construct a public identity and gain legitimacy.     

Identifying the best practices of media catching: A national survey of media relations practitioners

Web-based services, like Help-A-Reporter-Out (HARO), that allow journalists to send content requests to a multitude of public relations agents are becoming more popular among media relations practitioners. The purpose of this study is to examine how practitioners are using HARO and to measure success rates of media placements against the proposed best practices of “media catching”. An online survey (n = 110) was conducted of members of Public Relations Society of America who identified themselves as working in media relations. Analysis revealed five best practices that had a positive significant correlation to journalist response rates and placement success rates. The results also indicated what media outlets practitioners preferred to reply to using the HARO service. As more practitioners are integrating media catching services in their daily routine, it is important to ensure they are employing best practices in order to develop and maintain positive working relationships with journalists.     

Perceived professional standards and roles of public relations in China: Through the lens of Chinese public relations practitioners

As the first quantitative examination of perceived public relations professional standards in China using an online survey, this study was designed based on the standards of professional standards inventory Cameron, Sallot, & Lariscy (1996) constructed and tested among practitioners in the U.S. The survey results suggest six dimensions of perceived standards of professional performance: (1) role and function in organizational strategic planning, (2) sufficiency in professional training and preparedness, (3) gender and racial equity, (4) situational constraints, (5) licensing and organizational support, and (6) participation in the organizational decision-making team. Four dimensions of public relations roles were also identified by the survey participants: (1) brand promotion facilitator, (2) public information specialist, (3) media relations counsel, and (4) conflict management expert. Primary practice area was found to affect how Chinese practitioners perceive the six clusters of professional standards and the four identified public relations roles. These findings provide insights for both practitioners and researchers on how Chinese public relations practitioners view public relations as a profession and how the profession currently holds its professional standards in China.     

Four publics of anti-bioterrorism information campaigns: A test of the situational theory

Applying the situational theory, this study examines the extent to which citizens recognize bioterrorism as a social issue, their level of involvement with it, and how their perceptions of it affect communication and protective behaviors. A national sample survey (N = 363) showed that problem recognition was positively related to information seeking and processing while constraints recognition was negatively related to information seeking and processing. Involvement was positively related to information seeking. Respondents were segmented into four public types based on media consumption habits, source trust evaluations and intentions to perform recommended behaviors.     

Exploring the embassy sampling strategy for large-scale cross-national study in replicating the normative theory of global public relations

This study explored a new sampling strategy of using embassies as cultural enclaves for large-scale cross-national research in testing the generic status of individual excellence principles in the normative theory of global public relations. Based on survey data, the investigation looked at factorial invariance for six organizational process-related excellence principles across two cultural groups of embassies (N = 113) in Washington, D.C.: individualist and collectivist. The findings suggested that the principle of symmetric internal communication may not be generic whereas the others are universal in factor structure and further put into question the generic status of the notion of symmetry so fundamental to symmetric internal communication.     

Pragmatic optimism,crisis leadership,and contingency theory: A view from the C-suite

In the last three decades, the theory of strategic conflict management has been developed so that it is a strong framework for considering the factors that influence an organization’s response to crises and identifying the importance for dynamic and flexible approaches to crisis decision-making and communication. While leadership is considered one of the critical internal contingency factors but individual characteristics of key decision-makers, like the CEO, are also one of the most understudied ones. At the same time, the concept of optimism has long been explored as a factor influencing performance and positive outcomes in many arenas, but with scant evidence in the application to senior-level leadership or crisis contexts. In fact, in the crisis literature where optimism and pessimism is addressed, it largely argues that crisis leaders should adopt a pessimistic mindset. For this study senior-leaders in multinational companies responsible for managing employees in an average of 70 countries each and with extensive crisis leadership experience reflect on their own experiences during crises. Findings indicate that optimism is a critical trait in successful crisis leadership connecting to positive outcomes for the teams and organizations. These data also provide critical insights that develop a stronger understanding of contingency planning in crisis management because we have identified a trait that amongst an elite group of managers with extensive crisis experience was consistently attributed to their own success as crisis leaders.