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.