The role of conflict management in public relations

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.