ABSTRACT
The convergence of strategic communication, conflict resolution and institu-tionalization has its roots in the tutelage of the authors of this chapter by their respective dissertations' mentor, James E. Grunig. It begins with a summary of literature from other domains and from public relations, strategic communication, and conflict resolution. It provides a brief discussion of a study conducted last year by the authors and one of their graduate students at Brigham Young University, Alex Curry. It then explores the relationship between the three concepts and provides suggestions for making strategic public relations more enduring in organizations, regardless of who is supervising the program.
