Theory Advancing Practice: The Contingency Theory in the Strategic Management of Crises, Conflicts and Complex Public Relations Issues

Augustine Pang and Yan Jin (2023). “Theory Advancing Practice: The Contingency Theory in the Strategic Management of Crises, Conflicts and Complex Public Relations Issues” (Special Section Introduction by Guest Editors). Public Relations Review.

Abstract: Crises and conflicts have become more complex, impacting nations, organizations and individuals in unprecedented ways. Organizational responses, at each level, must be equally dynamic, cognizant of the hyper dynamics of internal structures and external vulnerabilities, that could affect their position, approach and management of communication outcomes that reflect organizational purpose and values as manifested in the process of making strategic decisions on short-term and long-term responses.

Note about the Special Issue: We take this special section introduction as an opportunity to further extend Contingency Theory in four parts. First, tell the story of how the theory began and grew to where it is now. Second, discuss how the theory has been applied by researchers around the world in the crises, conflicts and complex issues they examined. Third, discuss the future of the theory, where and how it can grow further. Four, we celebrate our advisor, mentor and friend, Glen T. Cameron. We wanted Glen’s voice to come through in this editorial, possibly the first time in all of the articles written about the theory thus far. Throughout the sections, where applicable, we include Glen’s inputs and thoughts from our interview with him in early September to add further context.