Values of Public Relations: Effects on Organization-Public Relationships Mediating Conflict Resolution

This article identified two important measures of public relations effects i.e., organization-public relationships and conflict resolution, and investigated how they functionally related to public relations strategies. The research hypothesis posited that the effect of public relations strategies on conflict resolution was mediated by organization-public relationships. Two survey data sets were used and incorporated to derive possible answers for the proposed research hypothesis and research question. The 1st data set (n = 301) was used as a starting point for investigating the complex relationships among variables. The 2nd data set (n = 235) was tested, and replication procedures were adopted to further cross-validate the results obtained from the 1st study. The results supported the research hypothesis positing that the effect of public relations on conflict resolution is mediated by organization-public relationships. Theoretically, this study makes evident the values of public relations in terms of relationship management and conflict resolution. On a pragmatic level, the results of this study may serve to benefit public relations practitioners interested in generating favorable relationships and resolving conflict with their publics in general, and conducting international business in Far Eastern countries in particular.