Chaos theory as a model for managing issues and crises

This article uses chaos theory to model public relations situations whose salient feature is the volatility of public perceptions. After discussing the central premises of the theory itself, it applies chaos theory to issues management, the evolution of interest groups, crises, and rumors. It concludes that chaos theory is most useful as an analogy to structure persistent image problems and to raise questions about organizational control of public perceptions. Because it emphasizes uncertainty, open-endedness, plurality, and change, chaos theory sets limits on the purposeful management of volatile issues.