Conflicts and New Technologies

As you all know, we live in a world surrounded by new technologies: the Web 2.0 as everyone calls it. So what happen when you do not have these new gadgets?

This post suggests that the starting point of conflicts in the Public Relation and Communication industry or simply in the professional world is the lack of knowledge of the 2.0 online generation.

In other words, conflicts can arise easily if you are not taking advantage of these new technologies.

Conflicts in the Public Relation and Communication industry are frequent because it is all about News and being up-to-date with everything. According to the CIPR’s definition of PR, the first question you need to ask yourself is:

Do I have an interest about what’s going on around me?” (source:

If you are not, conflicts can grow very easily because you are not doing the job required. For example, a conflict can appear because you miss out the most important information of the day…

 YES, the (PR) Professionals of tomorrow have to be online!


So what if you miss the boat? If you are a professional and that you are not connected?

Well, in my opinion, conflicts can start from the lack of information and knowledge. New technologies are so important nowadays that if you stay with your old media of communication, you are OUT. If you don’t adapt yourself, you will be in perpetual conflict with the values of your organisation, which already adapt themselves to fit new changes, and you will probably lose your job.
The Web 2.0 is expanding: social networking, new media of communication, new technologies and more and more gadgets available. It is a requirement to be part of it and to have some knowledge about it if you want to avoid conflict within your organisation. Have a look at this website TECH CRUNCH and you will see all the actuality of these new growing technologies.


When you walk in the street, you cannot deny the fact that most people are busy playing with their i-phone/ i-pad or i-pod. This is the new i-trend and it is amazing to see how many people have only an i-phone… According to the Washington Post,

“Apple has sold a total of 85 million iPhones in the U.S. since 2007 launch and 34 million iPads since 2010” (source:

It is said, as well, by Apple’s worldwide marketing head Phil Schiller that,

“each new model of the iPhone sold approximately the same amount of phones as all previous generations combined” (source:

T h i s   is   C R A Z Y !


From my point of view I have noticed that most of the students at the Uni, including myself, have an android phone and are always connected (Facebook, Twitter, Instagram, mails, Newspaper apps,…) Even with our degree, I feel we need to be connected all the time, otherwise, we are missing  something…

Do you think the lack of new technologies can create a conflict and affect your work in the professional world?

Do you think conflicts can be linked with new technologies?

15 thoughts on “Conflicts and New Technologies

  1. Hey !! nice article , you are quite clear in your thoughts & as far as my words – i say technology is something -the need of the hour. Engineers and Researchers are finding ways to predict future.
    Lets take an example of google glasses. It was just a thought -but people at Google convert it into reality. Another thing, Android is boon i would say, -by 2016 70% of people will login from their smartphone!!
    Go ahead , you are doing a great job !!

    • Hey !! nice article , you are quite clear in your thoughts & as far as my words – i say technology is something -the need of the hour. Engineers and Researchers are finding ways to predict future.
      Lets take an example of google glasses. It was just a thought -but people at Google convert it into reality. Another thing, Android is boon i would say, -by 2016 70% of people will login from their smartphone!!
      Go ahead , you are doing a great job !!

      • Thank you very much for your comment :). Yes the smartphone business is expanding amazingly …

        What do you think of people who don’t accept new technologies? Do you think this can create conflict in the workplace?


  2. Yes, lack of gadget can be the reason,because communication is very important for any project or business.. and these technologies had certainly made our life very easy. And very know example is new Yahoo CEO- Marissa Mayer, who handed out free smartphones to all his employees, so that they can act more quickly & take work seriously. so,yes these these now a days become are primary need. Second example is of Skype. 🙂 which peolpe use, i personally use for communication in my office .

    • Thank you for your examples, this is very interesting and I didn’t know that. This is a very good strategy to give smartphones to employees, very smart ! Skype also is a free media of communication easy to use like you said.

      In your opinion how the lack of technologies could affect the workplace? Do you know any stories where the lack of new technologies created a conflict?

      Thanks for your reply 🙂

      • See, what i think is the people are not aware of new technologies. Or else i should say, they are not aware of what these technologies can offer him/her. It not about having an iPhone or any android based phone, but the real smartness lies in using application which are meant for these smartphone.

    • Thank you very much for your comment. You are right, from what I have experienced at University, we learned a lot about new technologies, social media and the importance of networking in ‘the PR world of tomorrow’.

      Adapting ourselves to the new technologies is very challenging but it seems more natural for students nowadays than it could have been 10 or 15 years ago, don’t you think?

      As a PR lecturer, what is your view about teaching class in 2013? Less traditional media learning and more digital and social networking?

  3. I think there are positives and negatives when it comes to introducing or allowing Social Networking Tools into a work envirionment.

    Yes, businesses can benefit from having a social networking presence; however there are some risks which must be considered, the main one being: Harm to reputation to company through misuse.

    Social networking can and does help businesses increase their online exposure and as a result can mean increased sales. To build a successful on-line presence you need to rely upon your two things
    1) Have a sellable product and/or service, and
    2) To have a good reputation and/or standing in the community.

    Building up an on-line presence to a point where it can enhance sales can be very time consuming. (I’m in the middle of developing an online presence for my own business I am spending a considerable amount of time using social networking tools and strategies). Unfortunately one unthoughtful tweet by an employee can bring all that good hard undone in seconds.

    Generally speaking most businesses are by nature consecrate in their outlook. They have to be, running a business is a risky business. Any manager or owner, who does take into considerations the risks and benefits when introducing any new technology and or strategy, won’t be doing their job for very much longer. This is where the conflict can reside between Manager and worker in regards to Social Networking Tools.

    I think if an employee sees a use for a Social networking tool in their place of business, by all means go to management and tout its benefits. However if want to have a real chance in actually getting that tool in the business they need to be aware of the risks associated with that tool and develop ideas on how to minimise that risk before going to management with their idea.
    Yes, businesses can benefit from having a social networking presence

    • Thank you for your comment and for your interesting thought.

      I can understand that building an on-line presence is really hard work, especially for a business. I can already see how hard it is for my blog… And yes, the reputation of a company depends a lot on its people, like its employees who can put it down in a second (through a comment or a tweet like you said) which is really frustrating for the manager who spent a considerable amount of time, building the e-reputation of his business.

      Every business has its own risks and you are right, it has to be taken into consideration when introducing new technologies.
      However, what do you mean when you say ‘The conflict can reside between Manager and worker in regards to Social Networking Tools’?

      From my point of view, this conflict is not only between the Manager and the Employee, it can be also between a Company and its Partners or Competitors. And the conflict might be even bigger…don’t you think?

  4. Really interesting post Marion. I think depending on the job you do you don’t need to be connected: a plumber, an architect, a farmer, a lawyer, etc. However, for some other jobs (public relations, communication, journalists, politicians, bloggers, etc) you NEED to be connected to social media almost everyday or you are lost and not up to date with what’s going on.

    • Hello Claire and thank you for your comment 🙂

      You are right, not all the job need new technologies … but imagine how much you could improve your job using new technologies… Did you ever think about that?

      For example, as you said a plumber: imagine the exposure he could get using new technologies. He could gain a lot of customers in a minimum of time. Even if he does not NEED them, he could use them in an efficient way in order to valorized himself, his job and his work.
      Example: having a website, showing his work, and interacting on social media – He could find so many customers, and gain a really good reputation…

      Why do you think about that?

      • Yes, good point! Social media (but also blog, website, etc) are good, free (!) and accessible tools to promote yourself! However most of the people don’t work for themselves. So it is a good idea for managers and leaders 🙂

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