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.