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The contingency theory of accommodation was proposed in 1997 by Amanda Cancel, Glen Cameron, Lynne Sallot and Michel Mitrook to highlight the pertinent factors of how a public relations practitioner facilitates communication between the organization and its external publics.
The column that displays examples of External Dialect shows "ongoing tensions between a couple and their community". [11] Integration–separation is "a class of relational dialectics that includes connection–autonomy, inclusion–seclusion, and intimacy–independence." [11] Some individual autonomy must be given up to connect to others.
Aspects of communications management include developing corporate communication strategies, designing internal and external communications directives, and managing the flow of information, including online communication. It is a process that helps an organization to be systematic as one within the bounds of communication.
Communication in business can be internal which is employee-to-superior or peer-to-peer, overall it is organizational communication. External communication is business-to-business or business-to-consumer, the act being outside the organization. These methods can happen verbally, non-verbally, or written.
All CCO perspectives agree that “communication is the primary mode of explaining social reality”. [3] While the Montreal School emphasizes speech acts, the four-flows highlights internal and external relations of the organization to members, members to other members, and the organization to outsiders.
The Excellence theory is a general theory of public relations that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined”. [1]
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In 1993, the communication scholars Denis McQuail and Sven Windahl referred to Lasswell's model as "perhaps the most famous single phrase in communication research." [ 18 ] McQuail and Windahl also considered the model as a formula that would be transformed into a model once boxes were drawn around each element and arrows connected the elements.