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

doi:10.1016/j.pubrev.2008.03.017

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

Public Relations

Research output: Contribution to journal › Article › peer-review

7 Scopus citations

Abstract

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 language	English
Pages (from-to)	161-168
Number of pages	8
Journal	Public Relations Review
Volume	34
Issue number	2
DOIs	https://doi.org/10.1016/j.pubrev.2008.03.017
State	Published - Jun 2008

Keywords

Accommodation
Advocacy
Contingency
Sports public relations

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