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The role of conflict management in public relations
Type of publication
Straipsnis konferencijos medžiagoje kitoje duomenų bazėje / Article in conference proceedings in other databases (P1c)
Title
The role of conflict management in public relations
Publisher
Vilnius : Mykolas Romeris university
Date Issued
2023
Extent
p. 14-23
Is part of
Social transformations in contemporary society (STICS 2023) : Proceedings of annual international conference for young researchers
Volume
11
Start Page
14
End Page
23
Field of Science
Abstract
Purpose. The purpose of this article is to reveal the role of conflict management in organizational public relations management in managing relationships with its public groups and stakeholders. Design/methodology/approach. In this article, the conflict management role in the public relations management field is analyzed, and a systematic and logical analysis of scientific literature is performed. Finding. Conflict management skills can help public relations managers to develop trust among the organization and its stakeholders. Ineffective conflict management negatively affects an organization by generating more conflict. There are five types of causes of conflicts: interests, structural, value, data, and relationship. Public relations practitioners can use these conflict resolution styles: collaborating, accommodating, avoiding, compromising, and competing. For conflict management, also, game theory is used. Organizations should create a positive conflict climate, to encourage transparency, frequent communication, and empathy. Understanding the theory of conflict management and implementing it in an organization is key to managing disagreements successfully. Research limitations/implications. The scope of the present paper is limited because it is only a primary attempt to develop an understanding of the role of conflict management in public relations. Also, empirical investigations are needed to prove the literature review findings. Practical implications. The results of this study can be useful for public relations managers, marketing and communication strategists, communication and marketing scientists in making decisions that would help public relations managers to manage conflicts. Originality/Value. This article can be useful for public relations managers, marketing and communication specialists, the academic researchers, who specialize in the field of public relations management and communication. This article could help policymakers manage public relations using conflict resolution strategies. Successfully applying conflict resolution theory social changes could be done, encouraging finding a constructive resolution of conflicts and creating a more diplomatic environment, enhancing cooperation not only in Lithuania but also in the world.
Is Referenced by
Type of document
text::conference output::conference proceedings::conference paper
ISSN (of the container)
2345-0126
eLABa
179082871
Coverage Spatial
Lietuva / Lithuania (LT)
Language
Anglų / English (en)
Bibliographic Details
53
Date Reporting
2023
Creative Commons License
Access Rights
Atviroji prieiga / Open Access
File(s)