Abstract:The contingency theory of conflict is nearing its third decade, but there is a lacuna in the literature about the development of strategy. Additionally, the contingency continuum and its stances are overdue for continued theoretical development. To address these theoretical issues, this project explores the inductively gathered knowledge of a nearly 40-year public relations (PR) practitioner about the use of aggressive and controversial public relations strategies. He codified his observation into a diagnostic… Show more
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