Conflict, strategic management, and public relations

Public relations will be a viable contributor to strategic management if it has knowledge and experience in the mixed motive model of public relations to include contention, avoidance, compromise, accommodation, cooperation, being unconditionally constructive, win/win or no deal, principled, and mediated. Secondly, membership in top management also depends on the experience and ability of the practitioner to do strategic planning and solve problems for the organization. This assertion incorporates the long-term accumulation of expertise and a relationship with the dominant coalition built on sound judgment and trust. (C) 2004 Elsevier Inc. All rights reserved.