Conflict measurements: analysis of simultaneous inclusion in roles, values, independence, attitudes, and dyadic adjustment [An article from: Public Relations Review]

This digital document is a journal article from Public Relations Review, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
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.