Figure 14.2 The Coorientation Model As we saw in Chapter 6, when reviewing organizational rhetoric, organizations face five rhetorical situationsfour external and one internalor situations that call for a rhetorical response. According to the typology of Mary Hoffman and Debra Ford, these situations are the organization's needs to create and maintain its identity, manage issues, manage risks, manage crises, and (internally) manage its members, which was originally discussed in Chapter 6. In the research phase of a public relations campaign, an organization that applied the coorientation model to each of these five rhetorical situations might be guided by a series of coorientating questions in crafting its messages. Examples of these questions are suggested in Table 14.3, where Hoffman and Ford's typology of organizational rhetoric is blended with the coorientation model long familiar to public relations practitioners and scholars