ABSTRACT This study proposes a classification framework for conflict journalism with respect to its potential for conflict escalation and de-escalation in Pakistan—a country marred by a number of deadly conflicts. While building on the existing literature, the study proposes the varying levels of intensity of a conflict and the resulting escalatory and de-escalatory coverage as important factors in the process. Through content analysis and focus group discussion, it was found that de-escalatory coverage is inversely proportional to the intensity of a conflict in terms of its perceived threats to national security. Secondly it was found that the coverage was spread across a range of thematic frames though certain perspectives got more prominence as compared to others. Noting the variations in the presence of peace journalism, the study concludes that critical pragmatic approach to peace journalism is better suited to address queries relating to its theory and practice than other approaches because it accommodates the retention of peace as a value and at the same is pragmatic and hence honors the requirements of journalistic profession.