Moral conflict and dynamic equilibrium: Public relations as strategic conflict management.

In this literature review and proposed theoretical model, the author argues that we often engage in advocacy in public relations on behalf of causes we hold dear, much as a strong defender on a soccer field becomes physical in defending the goal without violating explicit rules or our sense of what is right and appropriate in a competitive world. The author presents this image of an athlete contending in fair competition as a metaphor for a rejection of canonized thinking about accommodation in public relations in favor of public relations as strategic conflict management. This paper is offered to continue the discussion in the field of public relations from the contingency theory of strategic conflict management and consider the ethical challenges faced by public relations practitioners in an ongoing cycle of conflict. • Moral conflicts are everywhere and inherent in public relations process; professionals should develop strategies to manage such conflict in an ongoing cycle, as should do other stakeholders. • The proposed model in this paper represents moral conflict and dynamic equilibrium of an organization and its publics ranging from self-interest to the kingdom of ends. • The proposed model provides an alternative to analytic debate, embraces autonomous individual and group processes, and holds up a non-assumptive search of social reality. • Ethical considerations in public relations include socially acceptable and necessary roles for persuasion or advocacy in a democratic and participatory society. [ABSTRACT FROM AUTHOR]