Still the great divide : cross-perceptions of ethics of journalists and public relations practitioners
Mayfield, Jack Daniel
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A mail survey was conducted of 97 journalists and 106 public relations practitioners in Georgia to compare ethical cross-perceptions between the two groups using coorientation methodology. Items from previous research as well as items based on an original ethical vignette including new technologies were tested. Comparisons were made between perceptions of the other group in general and the specific member of the other group with whom the respondent worked most closely. Results showed significant difference between responses to "specific" versus "general" perceptions of the other group. Results also showed disagreement between the groups, incongruence within the groups, inaccuracy among journalists’ perceptions, and accuracy among practitioners’ perceptions. Implications for practice and possibilities for future research are discussed.