From advocacy to accommodation

Public Relations Review 34 (2008) 161–168

Contents lists available at ScienceDirect

Public Relations Review

From advocacy to accommodation: A case study of the Orlando Magic’s

public relations efforts to secure a new arena

Michael A. Mitrooka,∗, Nancy B. Parishb,1, Trent Seltzer c,2

a Department of Public Relations, College of Journalism and Communications, University of Florida, 3050 Weimer Hall, Gainesville, FL 32608, United States b University of Florida, 16 State Street, Heuvelton, NY 13654, United States

c Department of Public Relations, College of Mass Communications, Texas Tech University, Lubbock, TX 79409, United States

article info

Keywords:

Contingency

Sports public relations

Accommodation

Advocacy

abstract

A case study of the Orlando Magic NBA franchise was conducted to understand media rela￾tions, community relations, and foundation efforts in support of a new or renovated arena,

examining how either accommodation or advocacy was used when the franchise was in

direct conflict with one (or many) of its publics. The contingency theory of accommodation

in public relations served as the framework for understanding the franchises efforts. Over

the time frame covered by the study, the organization was found to move along the con￾tinuum from advocacy to accommodation in its public relations efforts regarding the arena

issue.

© 2008 Elsevier Inc. All rights reserved.

1. Introduction

The contingency theory of accommodation in public relations posits that the practice of public relations moves on a

continuum from total advocacy for an organization or client to total accommodation of a public (Cameron, 1997; Cameron,

Cropp, & Reber, 2001; Cancel, Cameron, Sallot, & Mitrook, 1997; Cancel, Mitrook, & Cameron, 1999; Reber, Cropp, & Cameron

2003).

The following case study examines the campaign for a new or renovated arena for the Orlando Magic NBA franchise

that the organization tried to secure in 2001. The study utilizes a series of depth interviews with members of the dominant

coalition, media relations, community relations and team foundation practitioners from the Orlando Magic. Coverage of the

issue in the Orlando media was also reviewed to understand the genesis of the arena issue. The study is presented under the

framework of the contingency theory of accommodation in public relations. As such, it serves as an illustration of contingency

theory in the practice of public relations, demonstrating movement along the continuum over the course of time, revealing

the importance of an organization’s stance toward its publics as having an impact on the outcome of the conflict.

2. Theoretical framework

Contingency theory argues that organizations position themselves on a continuum of accommodation and advocacy

when dealing with conflict and is a logical extension of the normative theory of excellence in public relations (Cameron,

∗ Corresponding author. Tel.: +1 352 392 8730.

E-mail addresses: [email protected] (M.A. Mitrook), [email protected] (N.B. Parish), [email protected] (T. Seltzer).

1 Tel.: +1 352 275 4255.

2 Tel.: +1 806 742 6500.

0363-8111/$ – see front matter © 2008 Elsevier Inc. All rights reserved.

doi:10.1016/j.pubrev.2008.03.017