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Perception Discrepancy of Public Relations Functions and Conflict among Disciplines: South Korean Public Relations Versus Marketing Professionals

Perception Discrepancy of Public Relations Functions and Conflict among Disciplines: South Korean... This study examined the perception discrepancies of the functions of public relations departments existing between public relations and marketing departments, and examined how the differences affect the conflicts between the two departments. The results revealed image function to be a statistically significant perception discrepancy in the public relations functions. The image function was found to have a significantly negative effect on the conflicts between the two departments. Public relations practitioners recognized the image function to be the most important function of the public relations department, whereas marketing practitioners considered the pragmatic function to be most important. Moreover, the perceived power of the public relations and marketing departments has an association with the perceptions of the functions of public relations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Perception Discrepancy of Public Relations Functions and Conflict among Disciplines: South Korean Public Relations Versus Marketing Professionals

Perception Discrepancy of Public Relations Functions and Conflict among Disciplines: South Korean Public Relations Versus Marketing Professionals

Abstract

This study examined the perception discrepancies of the functions of public relations departments existing between public relations and marketing departments, and examined how the differences affect the conflicts between the two departments. The results revealed image function to be a statistically significant perception discrepancy in the public relations functions. The image function was found to have a significantly negative effect on the conflicts between the two departments. Public...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/1062726X.2014.924838
Publisher site
See Article on Publisher Site

Abstract

This study examined the perception discrepancies of the functions of public relations departments existing between public relations and marketing departments, and examined how the differences affect the conflicts between the two departments. The results revealed image function to be a statistically significant perception discrepancy in the public relations functions. The image function was found to have a significantly negative effect on the conflicts between the two departments. Public relations practitioners recognized the image function to be the most important function of the public relations department, whereas marketing practitioners considered the pragmatic function to be most important. Moreover, the perceived power of the public relations and marketing departments has an association with the perceptions of the functions of public relations.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jan 1, 2015

References