If, as some contend, the purpose of

If, as some contend, the purpose of public relations is to manage and resolve
“
conflict in
the organization
-
public social system
”
through open communicatio
n and negotiation and
according to
“
the principles of the art of living well (ethics)
”
to ultimately
“
achieve an
integration of interests
”
(Simöes, 1992: 191, 196, 199), then such
“
harmonizing
”
efforts are
essential if the religious diversity gap in commun
ities is to be bridged. Inasmuch as
communication, education, and understanding are requisites for harmonious co
-
existence in
complex societies, civic
-
minded public relations professionals and other communicators can play
an important role in fostering suc
h
“
conversations
”
and resolving conflict through open
communication and negotiation even if such efforts fail to make headline news. In short,
religious diversity calls for those of goodwill to engage their skills
“
to encourage dialogue,
instead of diatrib
e
”
(Alvarez, 1995: 22
-
23), mutual cooperation and a spirit of
communitas
and to
conduct the research necessary to broaden the body of knowledge. In so doing, communicators
can help to transform the world into a global community that is civil, ethical and e
quitable for all
peoples. For a basic moral test of society is the welfare of its most vulnerable members. And, in
using their time, talent, and their treasure in following such a path, communicators will not only
best serve their profession but also the c
ommon good.