From advocacy to accommodation: A case study of the Orlando Magic's public relations efforts to secure a new arena

Michael A. Mitrook, Nancy B. Parish, Trent Seltzer

Research output: Contribution to journalArticle

6 Scopus citations


A case study of the Orlando Magic NBA franchise was conducted to understand media relations, 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 continuum from advocacy to accommodation in its public relations efforts regarding the arena issue.

Original languageEnglish
Pages (from-to)161-168
Number of pages8
JournalPublic Relations Review
Issue number2
StatePublished - Jun 1 2008



  • Accommodation
  • Advocacy
  • Contingency
  • Sports public relations

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