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A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic
Unformatted Document Text:  A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic Abstract This paper expands and further illustrates the working theory of “cross-national conflict shifting” as it relates to international public relations management. The concept was first introduced in the U.S. academic community by Molleda and Connolly-Ahern at the 2002 AEJMC convention. The authors drew this theoretical concept from German scholars Welge and Holtbrügge (1998, 2001) and Berg and Holtbrügge (2001). The development of this international public relations working theory is achieved by summarizing six cases involving issues that have affected more than one country and several parties, such as transnational businesses, NGOs, host governments, and global and national media outlets. Cross-national conflict shifting includes host, home and transnational publics, which indicates the complexity and magnitude of the interactions among the players. Ten propositions are introduced to build the theoretical foundation for future qualitative and quantitative studies. The working theory shows the complexity of managing issues conflicts as they acquire transnational status.

Authors: Molleda, Juan. and Quinn, Candace.
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A Working Theory of Cross-National Conflict Shifting
as an International Public Relations Dynamic
Abstract
This paper expands and further illustrates the working theory of “cross-national conflict shifting”
as it relates to international public relations management. The concept was first introduced in the
U.S. academic community by Molleda and Connolly-Ahern at the 2002 AEJMC convention. The
authors drew this theoretical concept from German scholars Welge and Holtbrügge (1998, 2001)
and Berg and Holtbrügge (2001). The development of this international public relations working
theory is achieved by summarizing six cases involving issues that have affected more than one
country and several parties, such as transnational businesses, NGOs, host governments, and
global and national media outlets. Cross-national conflict shifting includes host, home and
transnational publics, which indicates the complexity and magnitude of the interactions among
the players. Ten propositions are introduced to build the theoretical foundation for future
qualitative and quantitative studies. The working theory shows the complexity of managing
issues conflicts as they acquire transnational status.


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