Through a case study analysis, this paper applies crisis communication theories and models to investigate how the vocal disputes and ownership controversies over the biggest Polish mobile operator were handled by Polish and international corporations. It specifically addresses such issues as necessity (or lack thereof) of maintaining open and unlimited communication with media and through media in crises, significance of media and their use by all parties involved, the role of the PR advisors during a major corporate conflict, and a self-bounded nature of communication during serious corporate controversies. The paper is aimed at bridging the gap between PR theory and practice, mainly by advising businesses how to handle crises and conflicts. The last notion on discrepancy between PR theory and practice is also based on an experience of the author, an academic and a seasoned PR practitioner, who participated in several crisis communication programs, including the one described in the study.

Through a case study analysis, this paper applies crisis communication theories and models to investigate how the vocal disputes and ownership controversies over the biggest Polish mobile operator were handled by Polish and international corporations. It specifically addresses such issues as necessity (or lack thereof) of maintaining open and unlimited communication with media and through media in crises, significance of media and their use by all parties involved, the role of the PR advisors during a major corporate conflict, and a self-bounded nature of communication during serious corporate controversies. The paper is aimed at bridging the gap between PR theory and practice, mainly by advising businesses how to handle crises and conflicts. The last notion on discrepancy between PR theory and practice is also based on an experience of the author, an academic and a seasoned PR practitioner, who participated in several crisis communication programs, including the one described in the study.