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A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic
Unformatted Document Text:  Cross-National Conflict Shifting 17 There are many parties involved in a cross-national conflict: Affected publics, such as victims of an accident, employees, local community; national and international NGOs; local, national (host/home countries) and international news media; local and federal governments of the host country as well as the governmental agencies of the home country; national or international religious organizations; transactional businesses; multilateral organizations; global organizations, such as World Trade Organizations; celebrities affected or involved; regional trade groups or unions, such as the European Union and the Southern Common Market (MERCOSUR). A combination of this variety of host, home and transnational publics were involved in the cases analyzed here. The only exception to the rule was the case of Nalli India, in which only U.S. based NBC reported on the involvement of Nalli with child labor. A search in Nexis Lexis—national and international publications—and the assistance of a public relations professional in India did not reveal further coverage. Only a search in Google pointed to a few NGOs that have picked up the NBC’s story and have included a link to the report on their Websites. Proposition 4: A greater number of involved parties will characterize a cross-national conflict shift in which a developed nation transnational corporation is the principal participant of the crisis. Proposition 5: A lower number of involved parties will characterize a cross-national conflict shift in which a developing nation or emergent economy corporation is the principal participant of the conflict.

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
17
There are many parties involved in a cross-national conflict: Affected publics, such as
victims of an accident, employees, local community; national and international NGOs; local,
national (host/home countries) and international news media; local and federal governments of
the host country as well as the governmental agencies of the home country; national or
international religious organizations; transactional businesses; multilateral organizations; global
organizations, such as World Trade Organizations; celebrities affected or involved; regional
trade groups or unions, such as the European Union and the Southern Common Market
(MERCOSUR). A combination of this variety of host, home and transnational publics were
involved in the cases analyzed here. The only exception to the rule was the case of Nalli India, in
which only U.S. based NBC reported on the involvement of Nalli with child labor. A search in
Nexis Lexis—national and international publications—and the assistance of a public relations
professional in India did not reveal further coverage. Only a search in Google pointed to a few
NGOs that have picked up the NBC’s story and have included a link to the report on their
Websites.
Proposition 4: A greater number of involved parties will characterize a cross-national
conflict shift in which a developed nation transnational corporation is the principal participant of
the crisis.
Proposition 5: A lower number of involved parties will characterize a cross-national
conflict shift in which a developing nation or emergent economy corporation is the principal
participant of the conflict.


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