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PUBLIC RELATIONS STRATEGY AND CONFLICT MANAGEMENT IN UNIVERSITY OF LAGOS
ABSTRACT
The study identified the public relation strategies in managing conflict and examined the effect of public relation strategies on conflict management in the University of Lagos. This study utilised both primary and secondary sources of data. Primary data were collected through the administration of questionnaires. The set of questionnaires were administered to academic and non-academic staffs and final year students of the University of Lagos to gather information in order to identify Public Relations Strategies in managing conflict and the effect of Public Relations Strategies on conflict management in the University of Lagos. For the purpose of questionnaire administration, purposively sampling technique was used to select two hundred and fifty (250) staff respondents drawn from different departments and three hundred and fifty (350) students were also purposively selected across the faculties and departments in University of Lagos. The secondary sources of information that were employed included relevant official publications and records from the University of Lagos bulletin, journal articles, periodicals and internet sources. Data collected through the use of the questionnaires from the staffs and students of the University of Lagos are analysed using descriptive statistics such as percentages, tables and frequency distribution as well as regression.
Finally, the findings show that compromise or dialogue, collective bargaining, effective communication and confrontation are Public Relations Strategies adopted in conflict management by the University of Lagos management. Also, Public Relations experts are given the chance to take part in decision-making process while management is faithful to the bargain of public relations.
The study concluded that Public Relations Strategies such as collective bargaining and effective communication are effective in managing conflict. On the other hand, problem-solving and avoidance and preventive, are less effective in managing conflict.
Keywords: Public relations, Conflict management, Strategies, communication, management