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Role Of Public Relations In Gender Conflict Resolution
[A CASE STUDY OF FIRST BANK OF NIGERIA PLC]
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CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Gender
is a general term that refers to girls, boys, women and men. Gender can
also be defined to include the roles of makes and females in the
society. A gender perspective in conflict would look at the way in which
the considerations of these different groups of people will be dealt
with during the transitional justices process. Female’s experience of
conflict and transitions however differ from the of males due to
gendered patterns that define different roles and experiences during
both conflict and post- conflict. Whenever there is interaction between
two individuals, there are chances of difference of opinion. Gender and
conflict then, refers to the ways women and men are affected in times of
conflict.
Conflicting situation is a situation in which two or more
values, perspectives and opinions are contradictory in nature, have not
yet aligned or agreed upon yet. Conflict may be defined in many ways
and can be considered as an expression hostility, negative attitudes,
antagonism, aggression, rivalry, and misunderstanding. It is also
associated with situation that involves contradictory or irreconcilable
interests between two opposing groups. A simple definition of conflict
is that it is any tension which is experienced when one person perceived
that one’s needs or desires are or are likely to be thwarted or
frustrated (Gupta and Joshi, 2008). A conflict is more than just a
disagreement. It is a situation in which people perceive a threat
(Physical, emotional, power, status etc) to their well – being and is
caused by t he differences and clash of personalities – attitudes,
beliefs and values and needs, Conflicts are inherent in any
interpersonal relationship, its management is integral to the
performance of any organization. Conflict management involves
acquisition of skills relating to conflict resolution, self –awareness
about conflict modes, conflict communication skills, and establishing a
structure for management of conflict in your environment. Banking
industry is the backbone of any economy. Progress of any country is
directly or indirectly influenced by soundness of banking system of the
country. In globalized world, trade and commerce would almost be
impossible with the availability of suitable banking services.
The
handling of conflict resolution in an organization or in the political
realm of a state is major function of Public Relations. It is an
essential skill of Public Relations manager to prevent gender conflict
resolution rather than finding solutions when crisis erupt. The use of
fire brigade approach in finding solution to problems that arises in
banking sectors is described as “Remedial Public Relations†by Haywood
(1984) where as “preventive Publics Relations†is what many scholars
advocate in public relations practice. This is “the prevention of crisis
in an organization through effective communication network between the
organization and its publics in order to engender understanding,
acceptance, goodwill, respect, efficiency, good welfare and mutual
support ad co-operationâ€. In order to handle conflict resolution in our
organizations, and be in a position to apply Public Relations as a
strategic management option for survival and growth, Nwosu (2004) says
that Public Relations practitioners should see themselves as managers as
well as carryout their functions as skilled and knowledgeable managers
in a manner similar to what exit or is the dominant paradigm commercial
organizations. This is therefore, the key to the reduction eradication
of the unceasing crises in organizations arising from areas management –
employee relations management – trade –union relations, cultism
organizational politics,, ethnic and sectional chauvinism and
personality clashes. In the same vein, researcher reported that male
managers preferred power and authority while female managers used
communication before resorting to using power (coercion). Also, female
supervisors were found to use coercion less than male than male
supervisor and often after other resolution styles do not yield desired
results (Mulac, Siebold, & Farris, 2000; Lamude & Torres,
(2000).
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ABSRACT - [ Total Page(s): 1 ]This study “Role of Public Relations on Gender Conflict Resolution. (A Study of First Bank Nigeria Plc, Emene, Branch), seeks to study the term gender conflict, in addition to the importance and effective practice of Public Relations. It covers the important roles which a Public Relations practitioner performs on the Bank and also the Qualities of Public Relations practitioner. A critical review to related literature were made. Relevant theories were used to gratify the study, that the soc ... Continue reading---
