Civilizing the New Century: Managing Conflict Across Cultures Glen T. Cameron, Ph.D. Gregory Chair in Journalism Research Missouri School of Journalism
Feb 23, 2016
Civilizing the New Century: Managing Conflict Across Cultures
Glen T. Cameron, Ph.D.Gregory Chair in Journalism ResearchMissouri School of Journalism
A Modest Proposal
Strategic communication can play a significant role in civilizing the new century by:
managing conflict to AVOID crisis or ethically and effectively contending tin the marketplace of ideas to resolve conflict
To Do This, We Need a Paradigm Shift
We need to define public relations as strategic conflict management and then work to make the profession a force for good in all aspects of society
We need to be realistic about the intractable or moral conflicts that relflect irreconcilable worldviews
Nationalistic Claims
Faith-Based Clashes
Moral ConflictCatholic Conference states Stem Cell Research is black and white issue
Civilizing Public ConflictAccepting the essential nature of news
Allowing contending voices to be heard
Embracing the wrangle in the marketplace of ideas
BP: Environmental Darling or Felon? 2001 Advertising Activity
BP sponsored three television ads in 2001 that ran a total of 45 times in Washington, D.C. The ads were similar to the 2002 print advertising campaign as each featured one or two people casually discussing energy related issues, such as alternative fuels and clean air. One ad asked the question, "What do you think an oil company should be doing?" A second asked, "If you could say something right now to . . . a big oil company, what would you say?" A third asked, "Would you rather have your car or a cleaner environment?" The ads suggested that bettering the environment and reducing dependence on foreign oil are important issues to BP.
Media Provide a Place!Wrangle in the marketplace of ideas
Do not shoot your television
The wrangle is among people who take genuine, heartfelt stands on issues
Equally principled people oppose them
Muscular Public Relations!
Natalie CoughlinWhat does this world class swimmer have in common with each of you?
Well trainedCompetitiveFair but unapologeticNot brutal and not chauvinisticBut We ARE IN THE BUSINESS TO WIN!
She symbolizes MUSCULAR PUBLIC RELATIONS
My Definition of Public Relations is Muscular
PR is strategic management of competition and conflict in the interests of one’s own organizationAND WHEN POSSIBLE, in the interests of key publics for the organization
A Second Attribute
Complexity
Reason, Emotion, Nuance, Judgment!
Role of Emotion
Emotional laden contingency model presented on a multidimensional plane
COMPLEXITY HAPPENS!
PR PRACTICE IS COMPLEXPRACTITIONERS MAKE SUBTLE JUDGMENTS
WHY SHOULD THEORY BE SIMPLE WHEN PRACTICE IS COMPLEX?WHY NOT 87 FACTORS?
IT’S REALITY – DEAL WITH IT !
FutureEmbrace Complexity!
Occam’s Razor – Yes – But Let’s not be Simplistic and Even Stupid!
A Challenge: Emulate Professions such as Engineering and Medicine
Put Simply:
Muscular Approach
that
Embraces Complexity
Now Let’s Add Integrated Communication
I GRRITG Global/MulticulturalR RelationalR Research-basedI Internet/New Media-drivenT Toolbox
The VisionMuscular Approach to Conflict
Management That
Embraces ComplexityIntegrates Ad, PR, Web, etc
Earns InfluenceOffers Precedent
Two Conflict Management Examples
Escalating Conflict for Global Good – SARS
Public Nudity on Cell Phones in Korea
Managing Conflict Strategically: Escalating Media Pressure for Global Health Interests
Contingency Theory
Public relations as strategic conflict management Stance moves on continuum from pure accommodation to pure advocacyWelter of factors shift stanceStance informs strategy
MethodCase StudyMedia Coverage of SARSEssential Question: how does social conflict emerge, evolve, and settle in a public health crisis?
Timeline
Dynamics of Case
Party A: WHO Party B: Chinese government
A: SelfB: Others
Others Self
A: Contending / AdvocacyB: Yielding / Accommodation
Investigative Media
Active/ Informed Public
ImplicationsStrategic Conflict Management can achieve positive outcomesEthical imperatives to advocacyIn addition to typical public information, more strategic approach is recommendedMultiple tactics followe
Public Nudity on Cell Phones
Semi-nude images popular on Korean cellphonesNetian company shot provocative photos of famous model depicting Comfort WomenComfort women were Korean women captured by the Japanese in WWII for use as sex slavesTerrible, persistent wound on Korean psyche
In the beginning:
* The company: - Strongly advocated its stance - Insisted on continuing the project (Denial, Justification)* The publics: - Sought legal action - Demanded an official apology - Angry Netizens - Public polls: Citizens opposed
* The company softened its stance :- We were not trying to make money out of the
pictures. Rather, we were trying to raise the social consciousness and to protest against Japan.
* The publics:- Sought further legal action- Organized the protest- Netizens’ protest and action became
concrete
In the middle & end of the crisis:* The company announced:
- Suspend any further production and apologized.* The publics:
- Refused to accept the apology and demanded public incineration of all pictures.
On the seventh day of conflict:* The company:
- Proposed an open press screening of all the photographs already taken and asked an unbiased judgment from the media and civic groups.
(AccommodationAdvocacy)
* The publics: - Ardently censured the company,
calling them “liars.”
* Finally… on the eighth day: - The company totally accommodated
its publics’ demand by destroying all photos.
Inspiration from Health Comm
The strategic, integrated approach is widely used in health communication.Conflict is crucial to successAnd health communication works!
40 years ago nearly 50% of adults smoked in U.S.Today the rate hovers around 22%We have cut in half the prevalence of the single largest cause of preventable early death in U.S.
Current Health Projects
NCI-Funded ProjectOzioma! (Good news!)http://oziomanews.missouri.edu/index.htmlConflict based health commMobilizing information
NIH-Funded ProjectTICIPS
Science CommunicationIssues and Crisis Management
Ozioma!
Tailored News ReleasesDisparity as Conflict Frame – Dosage?Good News – Mobilizing informationIncreased news pick-up
Increased news enhances cancer knowledge
How does Ozioma work?
Translating NCI releases into local, race-specific stories
Original NCI source
How does Ozioma work?
Translating NCI releases into local, race-specific stories
Original NCI source Ozioma release
How does Ozioma work?
Translating NCI releases into local, race-specific stories
Original NCI source Ozioma release Newspaper story
Black newspapers Avidly Use the Ozioma News Service
17 releases sent to date9 of 12 newspapers have used the releases47* total stories printed in newspapersPotential audience of 340,000 readers
*As of May 9, 2006
Ozioma Implications
Conflict can serve as a strategic tool to increase cancer awareness and likelihood of mobilization
Black newspapers provide avenue to utilize conflict factors in cancer news stories to motivate community change
Larger Implications of My Work
Conflict is the crux of what matters to people
Conflict research is complex and nuanced
Conflict Escalation can serve both the best and the worst of human inclinationsAs professionals, WE SHOULD convey a vision to our students!
The VisionMuscular Approach to Conflict
Management That
Embraces ComplexityIntegrates Ad, PR, Web, etc
Earns InfluenceOffers Precedent
Strategic Conflict management for greater good!
Let’s Discuss: