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Prevailing thought in academia holds that the ideal model of public relations is two‐way symmetrical. In this model, communication flows both ways between an organisation and a public while both are prepared to change their own behaviour. The result is posited as the most professional, ethical and effective practice. Contingency theory offers qualifications and reservations of excellence theory. One qualification is that dialogue between an organisation and a public may not be allowed for a number of reasons, such as legal constraints or moral convictions against compromising with a public. To build the contingency theory from the ground up, top practitioners are interviewed to learn whether six such proscriptive factors ring true in their experience. The implications of the findings for practitioners, educators and those interested in theories that help define professional practice in public relations are discussed.

Crisis planning, which symbolizes an organization's crisis preparedness and often conceptualized at the corporate headquarters, is increasingly decentralized to regional centers of global companies. These centers, in turn, synchronize their crisis master plans with its national units for expeditious management of localized crises. The purpose of this paper is to capture the decision‐making processes that practitioners at a regional center faced as they nurtured their master plan from conception to implementation.

The qualitative method is used. This is a case study of a Fortune 500 company with plants in every continent. The company has four regional centers, and the center under study oversees more than 20 national units or countries.

This study found a deep divide in attitude, expectation, and style between what practitioners and the dominant coalition regarded as necessary and sufficient measures in crisis planning.

Restricted access to more interviewees.

Studies like this, grounded in the practitioner's world, add rich layers of context to understanding how theory and practice can integrate. Given that in this study, corporate communications has been found to be regarded as an auxiliary, rather than ancillary, function in this study, this paper offers practical tips on what practitioners can do to transform organizational perception.

Such studies are rare because of the lack of accessibility to data. Practitioners are hesitant to grant access because of the highly sensitive nature of this topic, for fear of reprisals from their organizations, and an inadvertent revelation of organizational privacy and secrets.

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.