Abstract
This article focuses on loyalty and conflict in the PR field; loyalty and conflict between the practitioners and the employer on the one hand, and between the practitioners and target groups on the other hand. The research among 251 practitioners in Norway confirms the “client syndrome”: The practitioners are closely attached to their employer, and the ties of loyalty are stronger in private sector than in public sector. There are also differences due to the place of work when it comes to the level of conflict, and it is not unusual that the practitioners try to avoid conflict by choosing “neutrality”. The research shows that the stronger the ties of loyalty are, the more likely is it that conflict will occur. Choosing sides in a conflict (with management or target groups) does not affect the practitioners’ attitude to two-way symmetrical communication, and the research supports the view that the feminine worldview is a symmetrical worldview.
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