PBRL 270 : Chapter 10 Outline
Document Summary
>such use of pr to influence the course of conflict is called strategic conflict. *strategic: for the purpose of achieving particular objectives. *competition: striving for the same object, position, prize as others. *conflict: sharp disagreements or opposition resulting in a direct, overt threat of attack from another entity. *pr professional must develop communication strategies & processes to influence the course of conflicts to the benefit of the organization & when possible, to the organization"s many constituents. *management of competition & conflict is muscular pr. *pr plays a key role in enabling profit & nonprofit organizations to compete for limited resources & to engage in honest conflict. *competition: occurs when 2 or more groups vie for same resources. *conflict: occurs when 2 groups direct efforts against each other. *pr practitioners will spend most of their professional life with moderate levels of competition & few, if any, conflicts. *activities deal with competition between organizations for sales & customers.
