TY - JOUR
T1 - From advocacy to accommodation
T2 - A case study of the Orlando Magic's public relations efforts to secure a new arena
AU - Mitrook, Michael A.
AU - Parish, Nancy B.
AU - Seltzer, Trent
PY - 2008/6
Y1 - 2008/6
N2 - 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.
AB - 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.
KW - Accommodation
KW - Advocacy
KW - Contingency
KW - Sports public relations
UR - http://www.scopus.com/inward/record.url?scp=44349124458&partnerID=8YFLogxK
U2 - 10.1016/j.pubrev.2008.03.017
DO - 10.1016/j.pubrev.2008.03.017
M3 - Article
AN - SCOPUS:44349124458
VL - 34
SP - 161
EP - 168
JO - Public Relations Review
JF - Public Relations Review
SN - 0363-8111
IS - 2
ER -