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Faculty of Management Sciences,
Benue State University, Makurdi, Nigeria.
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Nigeria Journal of Management Sciences (NJMS), Benue State University
Public Relations Strategies and Image Management in Time of Organizational Conflict
Iyadi, Rollins C. (ph.d): Business Administration Department Delta State Polytechnic, Ogwashi – Uku 08034226733 iyadirollins@yahoo.com
Okolie Chiyem: Department of Marketing Delta State Polytechnic, Ozoro 08062157328
Abstract
This study sought to investigate the role of public relations in resolving conflict in Federal Medical Centre (FMC) Asaba. The objectives of this study were to examine the extent to which public relations programs have significant effect in resolving conflicts between FMC and her patients; the extent to which adequate information available to management significantly assist in resolving conflicts; and to ascertain whether public relations play a significant role in resolving conflicts in FMC. The study adopted the descriptive survey research design. The major instrument that was used in the data collection was questionnaire. The study population consists of senior and junior staff of FMC Asaba. Taro Yamani formula was used to determine a sample size of three hundred and fifty (350) respondents and the T-test and Chisquare non parametric statistic was used to test the hypotheses. The findings of the study revealed among others that public relations programs have significant effect in resolving conflicts between FMC Asaba and her patients (t=12.312, p =0.0012); adequate information available to management significantly assists in resolving conflicts in FMC (t = 2.692, p = 0.004) and; public relations play a significant role in resolving conflicts in FMC (chi with 4 degree of freedom 376.36, p 0.000). The study therefore concludes amongst others that the existence of distinct public relations unit with readily available qualified public relations personnel at the FMC Asaba be created to ensures effective public relations practices in the organization. Thus, management should ensure that the public relations team should be continually trained and retrained so as to be equipped with modern public relations knowledge and skills. This will ensure that they keep abreast with development in modern public relations practice.Key words: public relations, organizational conflict management, public relations strategies.
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