PUBLIC RELATIONS PROFESSIONALS’ PERCEPTION OF CONFLICT MANAGEMENT AS A MANAGEMENT FUNCTION

Abstract

Conflicts are a part of daily life that people encounter at home, work, and in organizations. It is evident that organizational conflicts are becoming more complex. In this respect, it is important for senior executives not to disregard these conflicts and involve public relations professionals in the conflict management processes. Hence, it is expected that public relations professionals become participants in the strategic planning process and that senior management relies on their experience and talents during the strategic planning process of organizations and resolution of issues. Another definition of public relations has emerged over the past years, even though the recent definitions of public relations focus on developing mutually beneficial relationships between organizations and their publics. Glen T. Cameron from University of Missouri defines public relations as management of conflict and competition strategically for the benefit of one’s own organization and, if possible, mutual benefit of organizations and individuals. It is impossible to disregard the influence of public relations professionals on managing the conflicts between an organization and its peers, and hence it is important to conduct further research on their approach to conflict management. With this motive, research questions have been generated based on the data presented by Professor Kenneth Plowman as a result of his analysis of strategic management of public relations in conflict management. Using the semi-structured interview technique, public relations professionals in Turkey were asked to describe their approach to conflict management.