Theory of Situational and Approaches to Conflict

Resolution

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Situational Theory

Why we need this theory?• To summarizes the prevailing

situation as it affects the company relative to its position in the market and to its various constituent groups.

• It notes positive attributes of the subject, as well as the negatives and challenges that contribute to the need for Public Relations

Theory of Situational

Situational Theory

• It’s important to know what the stakeholder thinks of the company or organization- alone and relative to competition or alternative entities.

• Stakeholders as a way of describing relationships.

Situational Theory

• Public relations people could more effectively manage communications by identifying specific publics.

• These publics were subgroups that were more or less active in their communication behavior.

Situational Theory

• Example: PR for a politicianFocus their communication efforts on those voters who can be counted on to go to polls on election day. Politician analysis what their public’s need.

• Grunig and Hunt: A situational theory of publics to give us more specific information about public’s communication needs.

Situational Theory

• There is a range:from those who actively seek and process information about an organization or an issue of interest, to those publics who passively receive information.

Situational Theory

Three variables predict when publics will seek and process information about an issue: problem recognition, constraint recognition, and level of involvement.

Situational Theory

• Problem Recognition Publics facing an issue must first be aware of it and recognize its potential to affect them. Example: Bussinesman at trading company will be more aware of candidate for the next trade minister.

Situational Theory• Constraint Recognition

This variable describes how publics perceive obstacles that may stand in the way of a solution. If they believe they have a real shot at influencing an issue, they will tend to seek and process information on that issue.

Situational TheoryExample: The parents of the children at primary school. They have more access to school decision makers because they have more contact with school principals, teachers, and administrators.

Situational Theory

• Level of Involvement This variable refers to how much an individual cares about an issue. Those who care a lot would likely be active communicators on an issue. Those who care little would likely be more passive in seeking and processing information.

Situational Theory

• Situational theory also helps explain why some groups are active on a single issue, others are active on many issues, and others are uniformly apathetic.

• The specific relationship is determined by the type of group (active, passive) and how an organization is linked with the issue.

Situational Theory

• Public relations can plan their communication strategies much more accurately if they know how actively their stakeholder publics will seek information from the organization.

Situational Theory

• Situational theory keeps us focused on the kinds of information that publics want rather than the organization’s choice of information to distribute. It also assumes that publics will pay attention and seek out information that is in their best interests.

Approaches to Conflict Resolution

Approaches to Conflict Resolution

• Menurut Plowman, Briggs, dan Huang, terdapat 9 macam resolusi konflik berkaitan dengan organisasi dan publik:1. Pertengkaran2. Kerjasama3. Akomodasi4. Penghindaran5. Konstruktif tanpa syarat6. Kompromi7. Berprinsip8. Menang – menang atau tidak sama sekali9. Mediasi

Approaches to Conflict ResolutionPERTENGKARAN

Satu pihak yang memaksakan posisinya pada pihak lain.Contoh: Karyawan mempunyai masalah dengan direktur. Yang akhirnya direktur dengan posisinya memecat karyawan tersebut.KERJASAMA• Kedua belah pihak bekerja sama dalam

mencari jalan keluar yang saling menguntungkan.

• Contoh: Win-win solution. Pr Ancol tentang kasus rusaknya wahana.

Approaches to Conflict ResolutionAKOMODASISatu pihak secara sepihak menyerah dan menurunkan aspirasinya.Contoh: Pr ingin membuat event CSR, tapi jika pemegang saham tidak setuju. Maka Pr harus mengalah.PENGHINDARAN• Satu atau dua pihak menghindari konflik, baik

secara fisik maupun psikologi.• Contoh: Pihak Freeport tidak mengklarifikasi

dan terbuka dengan media, atas apa yang terjadi dan menghindari konflik berkelanjutan.

Approaches to Conflict ResolutionKONSTRUKTIF TANPA SYARATOrganisasi merekonsiliasi kepentingan strategi organisasi dengan kepentingan publiknya, tanpa mensyaratkan apakah publik akan mengikuti arahan atau tidak, bahkan walaupun pihak lain dalam konflik itu tidak memberi balasan apapun. Contoh: Microsoft menawarkan pembelian perusahaan kepada perusahaan kecil yang sedang kesulitan, tapi menjadi dibawah perusahaannya.

Approaches to Conflict ResolutionKOMPROMI

Kesepakatan alternatif yang berdiri sedikit di antara posisi yang diinginkan pihak lain.Contoh: Pt Lapindo membuat kesepakatan dengan korban, yaitu membayar uang kompensasi.

BERPRINSIPKedua belah pihak berpegang pada satu prinsip yang tidak bisa dikompromikan.Contoh: Angelina Sondakh berpendapat bahwa dirinya tidak mengetahui kasus korupsi. Media berpendapat dirinya ikut andil.

Approaches to Conflict ResolutionMEDIASI

Melibatkan pihak luar yang tidak memiliki kepentingan. Contoh : KOMNAS perlindungan anak berperan sebagai mediator dalam menyelesaikan masalah yang terjadi.

Approaches to Conflict Resolution

MENANG – MENANG ATAU TIDAK SAMA SEKALI• Kedua belah pihak sepakat untuk

tidak membuat persetujuan apa pun sampai mereka siap untuk membuat keputusan.

• Contoh: Indonesia-Malaysia mengklaim pulau Sipadan dan Ligitan. Kedua pulau masih berstatus quo, tanpa membuat persetujuan apa pun.

Reference:

• Marconi, Joe. 2004. Public Relations: The complete guide.USA: Thomson Learning

• http://highered.mcgraw-hill.com/sites/dl/free/0073512052/930653/Chapter_3.pdf

http://komunikasi-indonesia.org/tag/teori-komunikasi/page/2/