Conflict Measurements: Analysis of Simultaneous Inclusion in Roles, Values, Independence, Attitudes, and Dyadic Adjustment

Document Type

Article

Publication Date

11-1-2004

Department

Mass Communication and Journalism

School

Communication

Abstract

A survey of 641 public relations practitioners and journalists showed that the perceived conflict of two professions is their strategic choice. The perceived conflict of two professions can be best illuminated by a bi-level of perceptual differences among agreement, congruency and accuracy between and within subjects of public relations practitioners and journalists in their professional orientation. While the two professions demonstrated their perceptual discrepancies in terms of roles, values, independence, dyadic adjustment and attitudes in conflict, both further revealed a tendency to escalate or minimize the conflict to strategically manage the degree of conflict. This study ultimately proposes a salient indicator to gauge a conflict and further suggest a stratagem for the conflict management in public relations. (C) 2004 Elsevier Inc. All rights reserved.

Publication Title

Public Relations Review

Volume

30

Issue

4

First Page

401

Last Page

410

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