Toward a Contingency Theory of Relating Management: Exploring Organization-Public Relationships (OPRs) in Conflicts

Yang Cheng & Allison Fisk
This paper presents the theoretical rationale for a contingency theory of relating management. Thepurpose of building such a contingency approach is to assist organizations in assessing and managing the dynamics of relationships with their external andinternal publics when conflicts arise. Through integrating interdisciplinary literature from public relations and conflict management, this theoretical framework argues that contingent organization-public relationships (COPRs) inthe conflict management process are highly dynamic and complex. COPRs influence relationship qualities and depend on...
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