3. The role of public relations in social communication

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3.1. The role of mediation in social communication

An important element of public relations is communication in crisis conditions (it takes place when conflicts and tensions rise in the organization what results in increased interest from a direction of media).

The role of mediation in social communication

Another important part of the social communication is the process of mediation. Mediation in this case is an important and integral tool to conduct negotiations. It is a structured process in which an impartial mediator helps communicate people involved in the dispute, to enable them better understand and achieve solutions acceptable for both sides to improve their relations in the future.

Mediation in this case is one of the ways of the soft method of breaking the deadlock in the negotiations (to other methods used in this method we may include admonition - a public expression by a third side who is dissatisfied with the progress of negotiations and conciliation - encouraging by a third side the both sides to the negotiations which lead to the amicable agreement ).

Usually, mediation consists of several stages. This procedure can be divided into:

  • establishment of mutual relations between sides of the dispute - mediator is trying to establish initial contacts with the sides of the dispute, explain them the essence and principles of the mediation process and encourage them to enter into mediation discussions;
  • the choice of strategy of negotiations - the mediator helps the parties to determine the different possible negotiation strategies and coordinates the selection of the appropriate strategy;
  • collection and analysis the information sources -  collection and diagnose all the information connected with participants of the dispute or the specifics of the ensuing conflict;
  • create the negotiation plan - the construction of a detailed plan of negotiation moves aimed at reaching an agreement;
  • building a climate of trust and cooperation - the mediator shall take action in the direction of the mental preparation of the sides to the negotiation process; aims to minimize the possible emotions and build mutual confidence between the participants;
  • initiation of mediation - the mediator begins negotiations, while respecting their principles, emotional control of sides and increase their involvement in this process;
  • define the dispute and determine the treatment plan - with the help of a mediator sides can determine the list of issues that will be the subject of negotiations and the order of their discussion; It is also important to obtain the consent of both parties to discuss these issues;
  • finding the hidden sides’ interests - the task of the mediator is to diagnose the true intentions of the participants and make them aware of ​​common interest;
  • diagnosis the variants of agreement - at this stage the mediator seeks to ensure that each of the sides developed as much as possible options to resolve the dispute; He reminds the sides that they should not rigidly attach to one variant of the solution;
  • assessment of possible solutions - which variants will enable the best execution interests of each side, which will bring benefits and costs;
  • final negotiations - the mediator, through his actions, is trying to bring the maximum approximation of the positions of each side;
  • a formal agreement between the parties - and the conclusion of an agreement to establish rules implement it, and the principles of its control.