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AbstractAn Exploratory Study on Korean PR Practitioners’ Conflict Management Behaviors
Lee,Hyun-ou(Professor, Department of Advertising & Public Relations, Hanyang university)
This research attempts to analyze the conflict management behavior of Korean PR practitioners from the viewpoint of new PR paradigm named ‘cost reduction through conflict management’. It seems urgent to examine the PR practitioners’ conflict management behavior if the new role required from PR is to manage the relationship between the organization and the stakeholders effectively. A total of 100 PR practitioners who actually carry out various PR activities participated in this research. By using the theoretical model of process-based conflict management behavior, this study found many similarities and differences between Korean PR practitioners and advertising practitioners. The results of this study bear significant implications in extending the traditional mass communication oriented PR research to new interpersonal communication tuff. Key words : PR practitioners, conflict management behavior, the organization and stakeholder relationship |
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