When publics collide: Developing the dual orientation conflict model in inter-public conflict

Inter-public conflict has largely been neglected in PR research. When left to fester, such conflict may perpetuate prejudice, injustice, inequality, and other societal ills. From a PR standpoint, organizations may find it increasingly difficult to operate in the resulting climate of hostility. This piece aims to shift focus from managing direct, organization-public conflict to navigating indirect, inter-public conflict, thus broadening conflict management perspectives. Based on contingency and social identity theories, we test the dual orientation conflict model (DOCM) in the field of government public relations. The model posits two dimensions (embracing/excluding and in-group/out-group) and categorizes four types of conflict orientation (adaptation, in-group adoption, out-group adoption, and avoidance). The proposed four-factor model, comprised of 16 items, was found to be reliable and valid in an online survey of 2498 South Korean citizens across different conflictual problems. Theoretical and strategic implications are discussed.