Journal of Public Relations Research

Murphy, Priscilla; Dee, Juliet

1996 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr0801_01

Although some corporations and environmental groups are beginning to collaborate, the relationship between the more extreme environmental activists (such as Greenpeace) and traditional corporate targets (such as DuPont) still shows many characteristics of "malignant social conflict" (Deutsch & Shichman, 1986, p. 229). To analyze the cognitive nature of this conflict, we used multiple regression-based judgment analysis to generate decision profiles for major environmental policymakers at Greenpeace USA and DuPont. We compared two sets of decision profiles: those specified by each group as an ideological statement and those derived from respondents' assessments of 30 hypothetical environmental policies. Taken alone, both groups' ideological statements differed substantially from their actual judgment behavior; and each group's estimate of its counterparl's decision structure was highly stereotyped. How- ever, the ideological judgment profiles of activists were highly correlated with corporate policymakers, as were their assessments of the hypothetical policies. Despite these commonalities, neither group accepted a compromise set of environmental values, suggesting that their policy impasse will continue.

Heath, Robert L.; Abel, Douglas D.

1996 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr0801_02

Knowledge of chemicals and chemical processes is assumed by Environmental Protection Agency (EPA) policy and by scholars and practitioners of public relations to underpin how people understand and evaluate the risks they en- counter. What has been elusive, however, is the connection between knowledge of this kind, awareness of risks (such as those related to chemical plants), and support or opposition. Previous research has found nonsignificant relations between knowledge of technical data and support or opposition for ostensible sources of risk. To further examine this problem, a study was conducted in communities with high concentrations of chemical plants. Results indicate that the communities differ in the extent to which knowledge of chemicals and processes, economic benefits, violations of EPA and state regulations, and outreach efforts correlates with support for the facilities. Results suggest that support or opposition may be a function of levels of knowledge in ways that are idiosyncratic to communities, based on their communication infrastructures and cultures

Vasquez, Gabriel M.

1996 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr0801_03

In this essay 1 reconceptualize public relations as negotiation within an issue development perspective, Issue development is a communication approach to negotiation that focuses on the framing and reframing of issues. Theoretical characteristics of communication and negotiation models are utilized to identify shortcomings of the two-way symmetrical model and to advance notions of public relations as negotiation within an issue development framework. Issue development public relations is a management process of negotiating the organization public relationship. Theoretical implications and future research questions are indicated.