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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 6 staffs worldwide, the higher the overall level of the transnational mentality indicators that subsidiary reports. Thus, a balance between integration and localization of the public relations function should allow transnational organizations to respond efficiently to cross-national conflict shifts. Lim (2002) expands Molleda’s research by conceptualizing an Integration- Responsiveness Grid and hypothesizing that integration would be positively associated with internal efficiency and responsiveness with external effectiveness. This type of theorizing and research would assist in further understanding the implications of cross-national conflict shifting for international public relations management and corporate responses. Senior public relations professionals working for an organization with operations in more than one country deal with host, home and transnational publics. Host publics are local and national stakeholders in a country where the practitioner’s organization operates. Home publics are stakeholders physically located in the country where the organization’s headquarters functions. Finally, transnational publics are groups or global media with an extensive network of subsidiaries or branches all over the globe or with just an efficient virtual connection system. Transnational publics are also stakeholders located in countries other than the affected nation and the home country, where the organization operates as well. Components of the Working Theory This section of the paper introduces the different components of a cross-national conflict shift by explaining assumptions and developing propositions for future testing. The analysis of a cross-national conflict includes characteristics of the issue, ways a national conflict reaches international audiences, and parties involved or affected. A set of questions guides the conceptualization of the working theory: (1) What are the types and nature of the issue that are

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
6
staffs worldwide, the higher the overall level of the transnational mentality indicators that
subsidiary reports. Thus, a balance between integration and localization of the public relations
function should allow transnational organizations to respond efficiently to cross-national conflict
shifts.
Lim (2002) expands Molleda’s research by conceptualizing an Integration-
Responsiveness Grid and hypothesizing that integration would be positively associated with
internal efficiency and responsiveness with external effectiveness. This type of theorizing and
research would assist in further understanding the implications of cross-national conflict shifting
for international public relations management and corporate responses.
Senior public relations professionals working for an organization with operations in more
than one country deal with host, home and transnational publics. Host publics are local and
national stakeholders in a country where the practitioner’s organization operates. Home publics
are stakeholders physically located in the country where the organization’s headquarters
functions. Finally, transnational publics are groups or global media with an extensive network of
subsidiaries or branches all over the globe or with just an efficient virtual connection system.
Transnational publics are also stakeholders located in countries other than the affected nation and
the home country, where the organization operates as well.
Components of the Working Theory
This section of the paper introduces the different components of a cross-national conflict
shift by explaining assumptions and developing propositions for future testing. The analysis of a
cross-national conflict includes characteristics of the issue, ways a national conflict reaches
international audiences, and parties involved or affected. A set of questions guides the
conceptualization of the working theory: (1) What are the types and nature of the issue that are


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