What Is The Importance Of Contingency Theory In Corporate Communication Practice?

Contingency Theory is very important in Corporate Communication Practice. Basically Contingency theory is a management approach that contributes to the attainment of organizational goal in different kinds of situation. It is also called as the situational approach. It is important for effective corporate communication practice because organizations must mould themselves to the everchanging environment. Their communication practices must also vary accordingly in order to portray an effective image in the society.