Contingency Theory and Public Emotions in Crisis Communication –A Conceptual Study

• Authors: Rainy Rose , V. Vijay Kumar , Lalatendu Kesari Jena

Abstracts

EN

Aim. Problems are inevitable in the subtleties of organizational communication, but it does not mean confronting them is uncontrollable. This paper aims to offer a conceptual structure for investigating contingency theory in Public Relations (PR) during an organizational crisis. The research investigates PR practitioners’ use of advocacy and accommodation in contingency theory to intervene in crisis communication. It also offers insights into the public’s emotional response and coping mechanisms during a crisis, as well as how understanding these emotions (such as anger, anxiety, fear, and grief, among others) could aid PR professionals in developing more effective crisis communication methods. Method. Empirical research was conducted on the basis of literature reviews by observing and analyzing the existing literature on contingency theory, crisis communication in organizations, and public emotions. Results. This conceptual paper proposes and empirically tests a few propositions. The implications for future studies are included in the paper. Findings promote the adopting a dual-continuum strategy that might assist public relations professionals in preferring superior crisis management strategies for obtaining desired organizational outcomes. Conclusion. The authors assert that PR professionals must move from embracing Grunig’s four models of excellence to contingency theory for communicating strategically with the public. The authors propose to adopt a dual-continuum approach that varies from advocacy to accommodation and might provide practical guidance to choose a better stance adopted by the organization towards the public during a crisis. The negative emotions of the public influenced by a crisis along with their emotional coping approaches are also discussed.

Keywords

EN

contingency theory; crisis communication; conflict management; emotions; cognitive appraisal; coping

• Publisher: Fundacja Pro Scientia Publica
• Journal: Journal of Education Culture and Society
• Year: 2023
• Volume: 14
• Issue: 2
• Pages: 30-48

Dates

published

2023

Contributors

author

Rainy Rose

• School of Communications, XIM University, Plot no: 12(A), 3rd Floor, XIM University, Bhubaneswar, New Campus, Nijigada Kurki, Harirajpur- 752050, Odisha, India

• https://orcid.org/0000000241171127

author

V. Vijay Kumar

• School of Communications, XIM University, Plot no: 12(A), 3rd Floor, XIM University, Bhubaneswar, New Campus, Nijigada Kurki, Harirajpur- 752050, Odisha, India

• https://orcid.org/0000000221370102

author

Lalatendu Kesari Jena

• School of Human Resource Management, XIM University, Plot no: 12(A), XIM University, Bhubaneswar, New Campus, Nijigada Kurki, Harirajpur- 752050, Odisha, India

• https://orcid.org/0000000286103865

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Identifiers

DOI

10.15503/jecs2023.2.30.48

Biblioteka Nauki

18758472