Find out the correct sequence of the five stages of Heath’s Cyclical model of activism in PR:
(A) Strain, Mobilisation, Confrontation, Negotiation, Resolution.
(B) Mobilisation, Confrontation, Negotiation, Resolution, Strain.
(C) Resolution, Confrontation, Mobilisation, Negotiation, Strain.
(D) Confrontation, Strain, Mobilisation, Negotiation, Resolution.
Correct Ans: (A)
Explanation:
Heath’s cyclical model of activism explains how conflicts between organizations and activist groups evolve. It outlines a clear, five-stage process. Each stage plays a key role in shaping public relations strategy and conflict management.
The first stage is strain. It begins when tension arises between an organization and a group. This tension may build from dissatisfaction, inequality, or environmental concerns. Activists recognize a problem but haven’t acted yet.
Next comes mobilisation. In this stage, people begin organizing. They form alliances, collect data, raise awareness, and prepare for action. Their goal is to create momentum for change.
After that, the process enters confrontation. Activists and organizations meet head-on. This stage often includes protests, public campaigns, or sharp criticism. Conflict becomes visible to the public and media.
Following confrontation, the two sides usually move toward negotiation. They open dialogue, seek understanding, and attempt to find common ground. Here, public relations professionals play a crucial role in facilitating respectful, productive communication.
Finally, the model ends with resolution. The issue either gets resolved through compromise, policy change, or mutual agreement. However, because the model is cyclical, unresolved strain may reappear later, restarting the cycle.
In summary, the correct order is:
- Strain
- Mobilisation
- Confrontation
- Negotiation
- Resolution
This sequence helps PR professionals anticipate conflicts and manage activism through structured engagement, not just reaction.
