Public Relation a Tool for Conflict Resolution
CHAPTER ONE
OBJECTIVE OF THE STUDY
The inability to achieve organizational set goals might not be unconnected with managers lack of vision to communicates effectively the goals or objective of the organization to the target public or it could be as a result of the in ability of the public to organization goals as regards the organization goals or objectives from management be it as it may the purpose for which the organization is set up suffers.
The Power Holding Company of Nigeria LTD (PHCN) is a federal government owned entity although fully commercialized and expected to provide integrated internal and external telephone services with its headquarters at Abuja. These are bound to be problems arising from information territorial office then to their substations PHCN as a business entity it is certain that problems arises at times crop up and as such hinders operations which at times retard progress and as they are different individuals who might in one way or the other have different opinion and ideal about PHCN. Below are the very objectives of this study.
- The study is aimed at finding out whether public relations is a tool for conflict resolution in PHCN Enugu Territorial Office Is Taken As case study
- It shall find out PHCN public relations focus and the gain from those focuses.
- To ascertain the level of public awareness as regards PHCN’S policies and programmes.
- To find out which public relations method has been most effective in getting things done and why management adopt such method.
CHAPTER TWO
LITERATURE REVIEW AND THEORETICAL FRAMEWORK
Introduction
Conflicts are inevitable part of an organizational life since the goals of different stakeholders such as managers and staff are often incompatible (Jones et al, 2000). Conflict is an unpleasant fact in any organization as long as people compete for jobs, resources, power, recognition and security. Organizational conflict can be regarded as a dispute that occurs when interests, goals or values of different individuals or groups are incompatible with each other (Henry, 2009). This results into a situation whereby they frustrate each other in an attempt to achieve their objectives. Conflict arises in groups because of the scarcity of freedom, position, and resources. People who value independence tend to resist the need for interdependence and, to some extent, conformity within a group. People who seek power therefore, struggle with others for position or status within the group (Henry, 2009).
The Concept of Conflict
Robbins and Judge (2009) defined conflict as ‘’ a process that begins where one party perceives that another party has negatively affected, or is about to negatively affect something that the first party cares about’’. This is a very apt definition, emphasizing that conflict is about perceptions, not necessarily real hard facts. It points to the emotional nature of conflict, by referring to a word like ‘’care’’, it states that more than one party is involved and that there may be a future component attached to it.
Shapiro (2006) in relation to the above states that, conflict is a process of social interaction. It involves a struggle over claims to resources, power, status, beliefs, preferences and desires. Darling and Walker (2007) linked this idea to the organization by stating that, even when conflict is a natural phenomenon in social relations (as natural as harmony), it can nevertheless be managed within organizations. They add that conflict may have both positive as well as negative consequences within the organization, the submission above blend with the fact that, conflict can never be totally eliminated within organizations but can be efficiently managed in order to move organizations to greater height and performance level.
Functional Versus Dysfunctional Conflict
Conflict that supports the goals for the group and improves the group’s performance can be classified as functional conflict (Darling and Walker, 2007). This type of conflict is constructive in nature and the base assumption is that, it will have a positive effect on the organisation’s performance. For example, this type of conflict can cause ideas, beliefs and assumptions to be challenged (Bagshaw, 1998). This, in turn, can lead to innovation and the willingness to consider fresh tactics. There can also be information exchange, honest and free expression of opinions (Rivers, 2005). Constructive conflict can also be a catalyst for action for the mere anticipation of future conflict can instigate action (Darling and Walker, 2007). Conflict is a key ingredient to organisational change – functional conflict can therefore not only be responsible for organisational improvement, but also for organisational change (Olakunle, 2008).
On the other hand, according to Olakunle (2008), conflict is dysfunctional when it absorbs organisational efforts and resources without producing anything, when it deflects attention from basic purposes, and perhaps, when it leads to actions which consciously or unconsciously sabotage and subvert primary organisational goals. Dysfunctional or destructive conflict breaks an organisation down. Interdepartmental conflicts can for instance disturb resourcefulness in other department (Maltz and Kohli, 2000). Other instances of dysfunctional conflict regularly found in organisation include interference with another function’s work by withholding information and the forming of coalitions to block certain proposals (Barclay, 1991). There are also passive ways to use conflict to be destructive. This might include a lack of responsiveness to requests, a deliberate rigid adherence to organisation procedures to stop or delay progress (Hart, 2000).
CHAPTER THREE
RESEARCH METHODOLOGY
The objective of this study as earlier stated is to critically examine the actual practice of Public Relations and its impact in the running of the PHCN offices with particular reference to some selected PHCN offices in Enugu Zaria. This chapter is therefore designed to discuss the applied methodology in the study.
Research Methodology simply defines how the researcher intends to go about the research project by way of collecting, collating, measuring and analyzing data in a manner that is relevant to the study with economy in procedure. Kumar, 1976 Nworgu, 1991 Osuala, 1982 Sikmund 1982.
RESEARCH DESIGN
A research can be simply defined as a plan of study that directs and guides the researcher in collecting and analyzing his data. Luke and Rubbin, 1952 put it succinctly as the determination and statement of the general research approach or strategy adopted for the particular project. It provides the detailed blue-print for carrying out the project. The design of this study is exploratory and historical
STUDY SETTING
The study was conducted in Enugu, the capital city of Enugu state, and Nigeria.
SOURCES OF DATA
Basically, there are two major sources of research data – primary and secondary sources. Both data sources were used for the study.
The primary data were gathered from the respondents through the questionnaire, oral interview, and personnel observations.
The questionnaire was design based on the research questions and hypotheses stated in chapter one of this study. The content and structuring of the questionnaire was corrected and authenticated by the supervisor.
The study intends to adopt the structural type of questionnaire; both open-ended and close-ended format. The questionnaire was designed in such a way that the respondents could complete answering the questions unaided.
It was also organized in logical sequence to facilitate an easy reply to each question. The questionnaire was administered to the clergy, members of the church council and some selected informed members of the church and outside opinion. The secondary data was gathered from the library, textbooks, newspapers, magazines, journals etc.
POPULATION OF INTEREST
The population for the study was selected from five PHCN offices randomly selected among the PHCN offices located within Enugu Zaria. In order to determine the sample size, the researcher conducted a pilot survey before administering the questionnaire in the five PHCN offices under study. This was done to check the applicability of the questionnaires and the entire field operation.
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION
In this segment, data obtained for the study will be presented and analysed with the discussion of the findings. The chapter will also critically review the analysis of data with a view to testing the operational hypothesis already formulated in chapter one of this study.
QUESTIONNAIRE DISTRIBUTION AND RETURN
The data from completed questionnaires were collected and coded to yield the tables presented in this chapter.
A total of one hundred and twenty (120) questionnaires were distributed to the five selected PHCN offices in Enugu Zaria out of which one hundred and eighteen (118) or 98.33% was duly completed and returned. Thus the researcher worked with one hundred and eighteen (98.33%) as the sample size for analysis.
TESTING OF HYPOTHESIS
The hypothesis earlier formulated study will be tested based on the responses obtained from the questionnaire forms.
The decision rule for accepting a null hypothesis is:
Do not reject Ho (null hypothesis) if and only if table value is greater than calculated value, otherwise accept.
CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSION
SUMMARY
In this research project topic, on the role of public relation in the conflict resolution. The chapter one of the work merely talks about the background of the study, also the main reason of the study. The chapter two of the research work is about the literature review were one author Mr. Anyanwu Uche said that public relation is communication with group of people in the public.
The chapter three also highlights on the research methodology and research question and hypothesis e.g. Does good pubic relation practices leads to effective conflict resolution in Zaria? Furthermore, chapter four also shows the way the data presented are collected and represented in form of table and chart. We also find out that a good relation practice leads to effective conflict resolution in organization.
RECOMMENDATION
As the management, use of the public relation in conflict resolution has taken:
- The reward on employee should not be totally dependent on high scores in the role of public relation conflict resolution report. This is because there are many negative factors as a measuring instrument.
- The management should organize courses for managers and supervisors on how to carry out a successful calculation of subordinates, this could probably best to be accomplished with behaviors modifying training which is a method of training whereby individual earn new personal skill.
- The role of public relation in conflict resolution should not be the only year stick for determining and suitability for promotion salary increment as well as training and development of employees.
- Supervisor should not be objective in their rating in order to avoid being influenced by such factors as God father is in personal relationship etc in the evaluation of the subordinates.
- Finally the management is advised to set up a committee to carry out the modification of the present public relation scheme. In setting such a committee management should ensure that all categories of staff are fully represented.
CONCLUSION
As the point, it should be noted that the role of public relation in conflict resolution and their workers discuss key work issues. It could be concluded based on respondent view that the public relation reports are not time influenced by supervisors who must ensure that a few employees who are favourably disposed to them are promoted.
It has considerable impact on employee performance finding revealed that proper administration of the role of public relation conflict resolution can lead to improve in performance of an employee hence attention should be given to motivation by management generally speaking collaboratively as a joint problem solving exercise that the role of public relation in conflict resolution will tend to be more effectively on organization in Nigeria.
REFERENCES
- Abodunirin, Taiwo (1995), Fundamentals of Public Relations, Lagos: One Soul Publishers.
- Awosika,Temitope F. (1986) Public Relations Practice, Ibadan Macmillan Publishers.
- Barnard Chester I.(1938) The functions of Executives Cambridge, Mass: Harvard University Press.
- Barnlund, Dean C. (1986), Interpersonal Communication: Survey and Studies, Boston: Hoghton Miffin Company
- Barskin, O. W. and Aronoff C. E. (1988), Public Relations: The Profession and Practice IOWA: WMC Brown Publishers.
- Berelson O and Stener C. A (1964) Human Behaviour, New York: Harcourt, Bruce and World Inc.
- Bernays, Edward L. (1961), Crystallizing Public Opinion New York: Liver-right Publishing Company P. 55.
