An Assessment on Public Relations as a Tool for Resolving Conflict
Chapter One
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To ascertain whether public relations in Offa LGA kwara state is a communication channel publication
- To ascertain how public relations is a tool for resolving conflict
- To ascertain whether the basic operating policies and guidelines serve as constraints to Public Relations policies
- To ascertain the role of public relations in conflict resolution
CHAPTER TWO
REVIEW OF RELATED LITERATURE
CONFLICT
Dubrin [1978] sees conflict as opposition of persons or forces that gives rise to some tension. In essence it is a kind of disagreement or opposition between groups, individuals or between the organization and an individual or group. Nwosu [2004] defines conflict as behavior between parties whose interests are or appear to be incompatible or clashing. Hage [1980] asserts that organization conflict means “disagreement between the organizational ‘means’ or ends or both. Basically, conflict is of two types. They are: interest conflict and affective conflict.
[a] Interest conflict occurs when individuals or organizations seek personal material gain or power and status, or when an individuals’ are motivated by self-interest and by the need for status and recognition, they are inclined to pursue their own interests resulting in conflict when these are at cross-purposes with others.
[b] Affective conflict results from clashes between parties who hold different opinions, values and norms. The conflict here is not over resources rather, it is philosophical and attitudinal involving basic personality differences. When two individuals argue over political, religious, aesthetic or philosophical differences, there is very little to be gained other than ego satisfaction from propounding one’s views. The more dogmatic the individuals involved, the more likely it is that conflict will occur. Most disputes within institutions or organizations are a blend of interest and affective conflicts.
CAUSES OF CONFLICTS
This paper identifies and discusses three classes of factors that cause conflicts which are not mutually exclusive or exhaustive, but will aid to understand conflict and conflict management process at various levels. These are: intrapersonal factors, interpersonal and the structural functional factors. Intrapersonal conflict occurrence takes place within an individual, and several factors usually have independent impacts on the individual to make him face a confliction situation. Managing this level of conflict or to understand it is very important because one cannot be at peace with others or the group, if he or she is not at peace with himself. These intrapersonal conflicts have their roots in the psychological make-up: personality of the individual concerned, individual perception of situations, other people or event, individual interests, wants, needs or expectations, especially when these are at conflict with those of other people. Skchammer,(2001) opines that intrapersonal conflicts manifest in form of:
- Approach-approach Conflict which requires the individual to choose or make decision between two positive or attractive alternatives.
- Avoidance-avoidance Conflict which occurs in the individual when he or she has to make a choice or decision between two equally unattractive options [i.e. between the devil and the deep blue sea] and
- Approach –avoidance Conflict in which the individual faces a single goal that has both positive end negatives
INTERPERSONAL FACTORS CONFLICTS
Nwosu [2004] opines that interpersonal conflicts are caused by such factors as: lingering of grudges, faulty attributions, faulty interpersonal communication [e.g. unclear instructions or messages], inappropriate criticism, all these are related to improper communication and personal behavior traits [e.g. being too autocratic, argumentative or conflict-prone].
THE STRUCTURAL-FUNCTIONAL FACTORS CONFLICTS
Thomas (2010) opines that the structural-functional causes of conflicts have their roots in interaction between organizational or group structures. They arise from the structures and functions of groups. They are usually generated by such factors as scarce resources, ambiguity over responsibilities or jurisdictions, inadequately applied reward systems, power structure conflicting interests or expectations, overlapping or unclear job boundaries, inadequate intergroup and extra-group communication, unreasonable policies, standards and rules, unreasonable deadline or extreme time pressure, poor decision making system or approach etc.
CHARACTERISTICS OF CONFLICT
To manage conflicts effectively, educators and other managers should recognize conflict situations whenever they occur even before they become manifest to the ordinary man from its latent stages or forms. Nwosu [2004[asserts that the characteristic of any conflict that will help us to recognize conflict situations include the following:
- When winning the conflict battle becomes more important to the parties involved than finding lasting solution to it.
- When the parties involved begin to conceal information from each other or to disseminate distorted information in form of misinformation or adopting negative propaganda. At this point effective communication and mass media are urgently needed.
- When each group becomes more cohesive and those who plan for reconciliation are punished, at this juncture strict conformity with the group position on the conflict is not only expected but demanded.
- When contact with the opposite party or group is strongly discouraged except under formalized permitted and restricted conditions.
- When the opposite party or group is negatively stereotyped and the image or reputation on one’s position or group is boosted [Effective public relations, or communication is needed]
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study an assessment on public relations as a tool for resolving conflict
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on assessment on public relations as a tool for resolving conflict. 200 staff of offa local government of Kwara state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain an assessment on public relations as a tool for resolving conflict. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of public relations as a tool for resolving conflict
Summary
This study was an assessment on public relations as a tool for resolving conflict. Four objectives were raised which included: To ascertain whether public relations in Offa LGA kwara state is a communication channel publication, to ascertain how public relations is a tool for resolving conflict, to ascertain whether the basic operating policies and guidelines serve as constraints to Public Relations policies, to ascertain the role of public relations in conflict resolution. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of Offa LGA, Kwara state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made directors, administrative staff, senior staffs and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
In Africa and Nigeria in particular, the underlying sources of conflict are underdevelopment and deprivation, negligent of parental duties, poverty and spiritual insensitivity, overpopulation, environmental stress, refugee and migration flows. Therefore, conflict prevention will be successful only when the underlying sources of conflict or violence are addressed and ameliorated by adopting and applying proactive principles of public relations rather than reactive approach to conflict resolution.
Recommendation
Most importantly, is to avoid revenge, counter attack and blame shifting and character assassination. Commitment to transparency and honesty are best principles of proactive approach which must imbed by the institutional management cadres.
Seminar and conferences can be used as an avenue for training the entire stakeholders
REFERENCES
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- Harlow, Rex [1976] “Building a Public relations Definition”, public relations Review, 2 [writers]. HOLY BIBLE: Various Translations. Ibiden: Bibliography 1 to 4.
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