Testing the contingency theory of accommodation in public relations

We conducted 18 interviews with public relations professionals to provide grounding and refinement of the contingency theory of accommodation in public relations. Support was found for a continuum from pure accommodation to pure advocacy and for a matrix of variables affecting the continuum. Predisposing and situational categories of variables were identified that affect the degree of accommodation and advocacy undertaken by public relations practitioners in a given situation. Overall, the findings suggest that practitioners are quite sophisticated in considering a welter of factors affecting accommodation of publics. Findings also provide additional factors to add to the matrix of 56 variables in the contingency theory, while calling into question some variables offered(initally) in the matrix. Although generally overlooked in the literature, philanthropic/community relations functions are viewed by practitioners as important opportunities to be accommodative . Overall, the practitioners' view of their communication world offers validity to the contingency theory and suggests further theory development is in order. Amanda E. Cancel works in public relations in the private sector, Michael A. Mitrook is an assistant professor at Central Florida University, and Glen T. Cameron is the Maxine Wilson-Gregory Chair in Journalism Research at the Missouri School of Journalism.