Theory of Situational and
Approaches to Conflict
Resolution
Sandra Olga / 51408095
Felicia N/ 51410033
Situational Theory
Why we need this theory?
• To summarizes the prevailing
situation as it affects the company
relative to its position in the
market and to its various
constituent groups.
• It notes positive attributes of the
subject, as well as the negatives
and challenges that contribute to
the need for Public Relations
Theory of Situational
Situational Theory
• It’s important to know what the
stakeholder thinks of the company
or organization- alone and relative
to competition or alternative
entities.
• Stakeholders as a way of describing
relationships.
Situational Theory
• Public relations people could more
effectively manage
communications by identifying
specific publics.
• These publics were subgroups that
were more or less active in their
communication behavior.
Situational Theory
• Example: PR for a politician
Focus their communication efforts
on those voters who can be
counted on to go to polls on
election day. Politician analysis
what their public’s need.
• Grunig and Hunt: A situational
theory of publics to give us more
specific information about public’s
communication needs.
Situational Theory
• There is a range:
from those who actively seek and
process information about an
organization or an issue of interest,
to those publics who passively
receive information.
Situational Theory
Three variables predict when
publics will seek and process
information about an issue:
problem recognition, constraint
recognition, and level of
involvement.
Situational Theory
• Problem Recognition
Publics facing an issue must first be
aware of it and recognize its
potential to affect them.
Example: Bussinesman at trading
company will be more aware of
candidate for the next trade
minister.
Situational Theory
• Constraint Recognition
This variable describes how publics
perceive obstacles that may stand
in the way of a solution. If they
believe they have a real shot at
influencing an issue, they will tend
to seek and process information
on that issue.
Situational Theory
Example: The parents of the
children at primary school. They
have more access to school
decision makers because they have
more contact with school
principals, teachers, and
administrators.
Situational Theory
• Level of Involvement
This variable refers to how much
an individual cares about an issue.
Those who care a lot would likely
be active communicators on an
issue.
Those who care little would likely
be more passive in seeking and
processing information.
Situational Theory
• Situational theory also helps
explain why some groups are
active on a single issue, others are
active on many issues, and others
are uniformly apathetic.
• The specific relationship is
determined by the type of group
(active, passive) and how an
organization is linked with the
issue.
Situational Theory
• Public relations can plan their
communication strategies much
more accurately if they know how
actively their stakeholder publics
will seek information from the
organization.
Situational Theory
• Situational theory keeps us focused
on the kinds of information that
publics want rather than the
organization’s choice of
information to distribute. It also
assumes that publics will pay
attention and seek out information
that is in their best interests.
Approaches to Conflict
Resolution
Approaches to Conflict Resolution
• Menurut Plowman, Briggs, dan Huang, terdapat 9
macam resolusi konflik berkaitan dengan
organisasi dan publik:
1. Pertengkaran
2. Kerjasama
3. Akomodasi
4. Penghindaran
5. Konstruktif tanpa syarat
6. Kompromi
7. Berprinsip
8. Menang – menang atau tidak sama sekali
9. Mediasi
Approaches to Conflict Resolution
Satu pihak yang memaksakan posisinya pada
pihak lain.
Contoh: Karyawan mempunyai masalah
dengan direktur. Yang akhirnya direktur dengan
posisinya memecat karyawan tersebut.
• Kedua belah pihak bekerja sama dalam
mencari jalan keluar yang saling
menguntungkan.
• Contoh: Win-win solution. Pr Ancol tentang
kasus rusaknya wahana.
Approaches to Conflict Resolution
Satu pihak secara sepihak menyerah dan
menurunkan aspirasinya.
Contoh: Pr ingin membuat event CSR, tapi jika
pemegang saham tidak setuju. Maka Pr harus
mengalah.
• Satu atau dua pihak menghindari konflik, baik
secara fisik maupun psikologi.
• Contoh: Pihak Freeport tidak mengklarifikasi
dan terbuka dengan media, atas apa yang
terjadi dan menghindari konflik berkelanjutan.
Approaches to Conflict Resolution
Organisasi merekonsiliasi kepentingan
strategi organisasi dengan kepentingan
publiknya, tanpa mensyaratkan apakah
publik akan mengikuti arahan atau tidak,
bahkan walaupun pihak lain dalam konflik
itu tidak memberi balasan apapun.
Contoh: Microsoft menawarkan pembelian
perusahaan kepada perusahaan kecil
yang sedang kesulitan, tapi menjadi
dibawah perusahaannya.
Approaches to Conflict Resolution
Kesepakatan alternatif yang berdiri sedikit di
antara posisi yang diinginkan pihak lain.
Contoh: Pt Lapindo membuat kesepakatan
dengan korban, yaitu membayar uang
kompensasi.
Kedua belah pihak berpegang pada satu
prinsip yang tidak bisa dikompromikan.
Contoh: Angelina Sondakh berpendapat bahwa
dirinya tidak mengetahui kasus korupsi. Media
berpendapat dirinya ikut andil.
Approaches to Conflict Resolution
Melibatkan pihak luar yang tidak memiliki
kepentingan.
Contoh : KOMNAS perlindungan anak
berperan sebagai mediator dalam
menyelesaikan masalah yang terjadi.
Approaches to Conflict Resolution
• Kedua belah pihak sepakat untuk tidak
membuat persetujuan apa pun sampai
mereka siap untuk membuat keputusan.
• Contoh: Indonesia-Malaysia mengklaim
pulau Sipadan dan Ligitan. Kedua pulau
masih berstatus quo, tanpa membuat
persetujuan apa pun.
Reference:
• Marconi, Joe. 2004. Public Relations: The
complete guide.USA: Thomson Learning
• http://highered.mcgrawhill.com/sites/dl/free/0073512052/930653/Ch
apter_3.pdf
 http://komunikasi-indonesia.org/tag/teorikomunikasi/page/2/