Academic Master

Business and Finance

Public Relations Discussion Board Chapters 10 and 19

Question one

A conflict is any disagreement or collision regarding ideas or interest between an individual or groups of individuals. Conflict management has four distinct phases that describe the lifecycle of managing a conflict and mitigating it successfully. These phases include the proactive phase, the strategic phase, the reactive phase, and the recovery phase. Understanding these phases and the implications of each phase are essential for any PR manager since it helps create a sustainable solution to the conflict. The phases and the importance associated with each stage are discussed below.

  1. The proactive phase

The proactive phase is the initial stage of conflict management that involves stating and undertaking the things as well as the step that is intended to prevent the conflict from happening in the first place. This phase basically involves preparing an organisation for the worst that could happen and readiness to curb when this worst occurs. The PR manager is first expected to undertake an environmental scanning through constant reading, listening and watching for any issue that could have the potential to cause a threat of conflict in an organization. This step has to focus on issues and monitoring the happening in the media and social media heavily. Therefore, it is fundamentally making plans that are used to handle these possibly threatening issues in the society. As a PR practitioner, this phase is vital since it helps to stay woke and be ready to cope with any conflict in case it arises

  1. The strategic phase

This phase involves noting the emergence of a conflicting issue and immediate attention needs to be given to the conflict. This phase has three strategies that are applied to get the situation under control. The first step involves communicating the risk to the audience and those affected by the issue to prevent any further destruction. A practitioner then takes steps to position the organization favourably to avoid more damage to the organisation. Once the most exceedingly bad happens, and the contention is raised into an emergency, the professional holds an emergency administration design in order to manage the circumstance and help save the image of the association. This stage is crucial to a practitioner because it helps determine the level of conflict and therefore determines the best strategy to deal with the issue and maintain the image of the organisation

  1. The reactive phase

This is the stage attained when conflict has elevated to a crisis and its impact being felt by the organisation. This stage focuses on the issue and the public and plans for crisis management plans are undertaken. A crisis management plan as well risk communication regarding the issue is communicated to plan and ensure they are aware of the crisis and the possible implications of the crisis. This stage is important a PR practitioner since it guides him/her on when to raise the issue to a crisis level, inform the public, and relay the impacts of this crisis to the public.

  1. Recovery phase

Once the crisis has been averted, the aftermath of the crisis stage is called the recovery phase. This stage involves calls for strategies such as managing reputation and restoring the image. The aim of this two strategies is to get the organisation back on track and relay good standing to the public, however, they don’t always work. Sometimes, the damages caused by the crisis are irreversible and organisation are forced to work around those negative public images. This phase is vital since it determines the ability of a PR practitioner to successfully handle the damages done by the crisis. It determines how much a practitioner understands his/her role.

Question two

The most intriguing aspect of government’s public relation is its relationship with the media. The government understands that both the public and businesses deals with the media and press. They understand that media personalities that specialize in press communication. In essence, these media personnel write press releases, schedule press conferences, and other dealings with the media. Therefore, the government understand this personnel can either break or make their policies in front of the public. The government management of the media relations has most of the times worked to their advantage.



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