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Moral conflict and dynamic equilibrium: Public relations as strategic conflict management |
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| Affiliation: | 1. Senior Lecturer, Department of Communication and Health Systems Management, Yezreel Valley College, Israel;2. Lecturer, School of Communication, and Fellow, Center for International Communication, Bar-Ilan University, Ramat-Gan 52900, Israel;1. Tombras School of Advertising and Public Relations, College of Communication and Information, University of Tennessee, 1345 Circle Park Drive, 476 Communications Building, Knoxville, TN 37996, USA;2. Department of Communication, College of Behavioral, Social and Health Sciences, Clemson University, 305C Daniel Hall, Clemson, SC 29634, USA;1. Department of mass communication, Bayero University, Kano, Nigeria;2. Department of mass communication, Skyline University, Nigeria |
| Abstract: | In the literature review and proposed theoretical models, the author argues that we often engage in advocacy in public relations on behalf of causes we hold dear, much like a strong defender on a soccer field becomes physical in defending the goal without violating explicit rules or our sense of what is right and appropriate in a competitive world. The author presents this image of an athlete contending in fair competition as a metaphor for a rejection of canonized thinking about accommodation in public relations in favor of public relations as strategic conflict management. This research is offered to continue the discussion in the field of public relations from the contingency theory of strategic conflict management and consider the ethical challenges faced by public relations practitioners in an ongoing cycle of conflict. This article is included in the special issue on the contingency theory of strategic conflict management. |
| Keywords: | Contingency theory Strategic conflict management Public relations Moral conflict Dynamic equilibrium Advocacy Accommodation Continuum |
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