Strategic Decision-Making for Public Relations: Determining the Importance of Contingency Theory Factors Through a Conjoint Analysis

Accepted for presentation at the virtual Annual ICA Conference, May 27-31, 2021.

Abstract: This study uses a novel approach, the conjoint analysis, as a way to investigate the interactions between three factor groupings of the contingency theory variables that are relevant for public relations practitioners when they engage in strategic decision-making. This study’s approach offers unique perspectives and insights into the decision-making process—both furthering the contingency theory itself and offering unique understandings of the interactions between respondent variables (e.g., gender, experience, etc.) and the role those variables play in informing how practitioners develop an organization’s stance. It was found that the covariates, namely gender, ethics and social responsibility, whistleblowing, and over 20 years in the communications field are statistically influential for the decision-making process. These interactions are contingent on the three contingency theory factorial groups investigated in this study, external threats, organization characteristics, and dominant coalition characteristics. The implications for public relations decision-making, contingency theory, and statistical techniques are discussed.
Taylor Voges (Grady PhD Student), Yan Jin, Xianyan Chen, and Bryan Reber.

Yan Jin  Bryan H. Reber 

Related Research


Social Identity Signaling in Public Relations: Recruitment of BIPOC and LGBTQIA+ Practitioners

Abstract: This study examined the effectiveness of DEI cues in recruiting BIPOC and LGBTQIA+ practitioners by conducting a 2 (identify as marginalized or not) x 2 (high or low DEI […]

Taeyeon Kim
read more
Into the Metaverse: State of Art and Research Agenda

Jooyoung Kim (June 3). Into the Metaverse: State of Art and Research Agenda. This webinar is organized and hosted by EUPRERA (European Public Relations Education and Research Association). https://euprera.org/what-we-do/webinars/

Jooyoung Kim
read more