Public relations autonomy, legal dominance, and strategic orientation as predictors of crisis communicative strategies

Journal of Business Ethics 86 (1):29 - 41 (2009)
Abstract
This article investigates the factors affecting how public relations autonomy, legal dominance, and strategic orientation affect crisis communicative response in corporate contexts. Communication managers, crisis managers, public affairs managers, and/or public relations managers were solicited from Taiwan’s top 500 companies to participate in a survey. The results revealed that, in contrast to public relations autonomy being the strongest and sole predictor of concession strategy, legal dominance could predict defensive and diversionary responses in crisis events. The article concludes with a discussion of practical applications and theoretical implications.
Keywords crisis communicative strategy  public relations autonomy  legal dominance  strategic orientation
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