Tactics
Resolving Conflicts with Help from the Press and Publicity
Written by
Published
August 20, 2024
Resolving conflicts can be a challenging task, especially when both parties refuse to come to an amenable private solution. While negotiations may seem like the most obvious answer, sometimes they do not work the way originally planned. In such cases, you may need to seek the help of the press, publicity, and public opinion to drive your agenda for faster outcomes.
One of the cases we are seeing in live action is the PepsiCo and Carrefour negotiations in France, over the past few weeks, as it broke down. Two brand powerhouses resolving a conflict can bring big egos, attitudes, and past feelings which can result in irrationality. Include the government and this can be a recipe for a complete stalemate.
In the press they are now ‘bickering’ on who broke up with who.
Carrefour’s take on the issue: They posted notes on store shelves saying it would no longer carry the brands because of unacceptable price increases.
PepsiCo’s take on the issue: “Given the lack of agreement on a new contract, we stopped supplying to Carrefour at the end of the year, something they were aware could happen. We hope we can agree on terms soon so our products can be back on their shelves for consumers to enjoy.”
French Government take on the issue: French finance minister, Bruno Le Maire, said Unilever, Nestlé, and PepsiCo weren’t cooperating in a broad agreement his ministry had forged with retailers and producers to freeze or cut prices on thousands of products. Le Maire said the government would force food producers to start annual price negotiations with grocers months earlier than usual, with the aim of implementing price cuts in January.
PepsiCo France Market Share: 7% (0.25% of global PEP revenue)
Carrefour France Market Share: 20%
*https://www.wsj.com/business/retail/pepsico-products-lays-carrefour-grocery-fe00a6b5
This got us thinking, how could you use the court of public opinion within your negotiations?
Using Press and Public Opinion to resolve conflicts:
1. Pressure and Accountability - The press can bring the kind of pressure and accountability that is otherwise not present in a one on one conflict resolution process. When the public is aware of the conflict, there is a significant chance that the parties involved will feel more pressured to resolve any issues and be held accountable for any actions that may aggravate the situation. This kind of pressure can bring parties to the negotiating table with a more sincere approach to resolving the conflict.
2. Exposure and Transparency - When conflicts become public, parties involved will find that transparency is a key component of any resolution. People will expect to see all sides of the story, which leads to a more honest conversation. The press can be a neutral third-party source that can bring all the involved parties together under scrutiny and expose facts, which can help parties to fully recognize the nuances behind the nature of any dispute. A public-facing discussion and resolution can also help restore public relations and trust in brands and organizations.
3. Focus on Common Ground - It is rare for one party to come out of a conflict feeling entirely satisfied or content with the outcome. However, when the public is involved, both sides recognize that they have to find common ground and reach a solution that reflects well on all parties. By seeking help from the press and publicity, you can focus on the common goal and need to address the issue. In conflicts that have wider-ranging implications (civil or organizational), the involvement of the public can set new expectations for resolving disputes and provide a broader level of support for all parties.
4. Recognize the Power of Perception - Publicity can have a significant impact on people's perceptions of events and actions. When a conflict is on display via the press, each party involved knows that public opinion is an important consideration. This heightened sense of both responsibility and accountability can influence the solution and help create an environment where both parties are more keen to find a resolution that is not only effective but also demonstrates moral character.
5. Persuading the Opposition - When negotiations fail to produce results, sometimes the best approach is to persuade the opposition. The press and public opinion can help to achieve this. With enough coverage and coverage crafted in such a way that the opposing party's decision-making process is exposed, they may rethink their position or stance on a particular issue and opt for a more amicable resolution. This approach has proven effective in various situations where traditional negotiations fail. An effective, well-crafted message that is widely disseminated can be used to sway public opinion and work to persuade the opposing party to reassess their position.
Resolving conflicts is an essential part of peaceful co-existence, and when traditional negotiations and mediation fail, the press and publicity may be able to provide a way to reach equitable solutions that are beneficial to all parties involved. By utilizing their powers of exposure, transparency, accountability, and persuasive messaging, conflicts can be resolved much more effectively. In the end, the success of this approach lies in the parties involved ability and willingness to accept transparency and accountability as key factors in the resolution process.
