Public relations continues to be one of the most difficult to define fields. Many strides have been made in the development of public relations theory in an effort to provide some guidelines for practitioners of the field. Among the field's most prominent theories is the two-way symmetrical communication model. The model was deemed the most ideal and normative theory for practicing public relations. The contingency theory of accommodation proposes an effective and ethical alternative to the two-way symmetrical model of communication.

The telecommunication sector in Egypt is among the country's most dynamic fields and boasts some of the most active public relations practitioners in Egypt. Divided into fixed, land telephony, payphone services and mobile services, it offers fertile ground for research into the applicability of the contingency theory of accommodation in its public relations activities.

A purposive sample of public relations managers and decision makers within the telecommunication sector was considered in the descriptive study proposed in this thesis to offer insight into the possible adoption of the contingency theory of accommodation as a mode of practice for public relations in the service sector.

Based on the study, serious grounds exist for the possible wide applicability of the contingency theory of accommodation as a model of public relations practice in the field of telecommunication in Egypt. The theory offers practitioners more flexibility in dealing with their external publics in general and in cases of conflict with these publics in particular. The study concluded several factors about the practice of public relations in the telecommunication sector and made recommendations to help public relations practitioners in the sector adopt the theory and implement it for smooth public relations activities and conflict resolution.


School of Global Affairs and Public Policy


Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Date of Award

Fall 5-10-2005

Online Submission Date


First Advisor

Hussein Amin

Committee Member 1

Hassan Ragab

Committee Member 2

Naila Hamdy

Document Type



137 leaves

Library of Congress Subject Heading 1


Library of Congress Subject Heading 2

Contingency theory (Management)

Library of Congress Subject Heading 3

Ibn ʻAbdūn, Muhạmmad ibn Ahṃad al-Tujībī.


The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy.


Approval has been obtained for this item

Call Number

Thesis 2005/45