Negotiating Disciplines : A Model of Integrative Public Relations from a Conflict-Resolution Perspective

This paper investigates potential cross-fertilizations of public relations and conflict management. We first address criticisms of the two-way symmetrical communication model and Excellence theory in the field of public relations in order to highlight how concepts borrowed from negotiation and conflict management scholarship can remedy those concerns. Ultimately, we theorize an integrative public relations model that outlines a conflict-resolution perspective of public relations. Multiple scenarios and contexts in which this model might be applied include: contexts where high value is placed on long-term relationships; processes characterized by repeated, serial exchanges of information and communications between contending parties; conflict scenarios characterized by multiple issues entangled in strongly complex ways; situations where minimal power asymmetry exists between an organization and its publics; contexts characterized by openness to information sharing and exchange; and contexts where a high importance is placed on trust. Finally, a case illustrates how integrative public relations can be leveraged. We conclude with our model’s implications for public relations and conflict management.