The Role of Public Relations Practitioners in Conflict Resolution

Abstract

The study explored the topic, the role of public relations and strategies used in the resolution of conflict within beverage industries and the challenges associated with them. Qualitative research design was adopted to best discover, gain more insight and understanding about the concept. A set of interview questions were administered to Human Resource practitioners who oversaw the resolution of conflict within their respective industries. Sample was drawn from three beverage industries by actively engaging (6) participants. The findings show that mediating, compromise, confrontations, ignoring, collaboration, discernment and fairness and firmness were the effective strategies adopted in conflict resolution in the industries. But the study rather showed the importance placed on confrontation and mediation with others complementing the main ones. The research concluded that the proper role of PR in the hierarchy of management of beverage companies should be given the necessary recognition for its full contribution to be felt. The researcher further recommended future researchers to consider looking into factors affecting the perception of the importance of PR in the manufacturing industries.