This postgraduate thesis deals with the concept of conflict and different approaches to its resolution. Communication is a key concept in the theory and practice of public relations, and good management of it is an indispensable skill of every good theoretician and practitioner in this field. Quality communication is so important at all levels and functions of PR activities, that is, at operational, managerial and advisory levels. It is easy to communicate with interlocutors who share the same values and attitudes, and the real challenge arises only in a conflict situation. It is a reverse situation when interlocutors oppose each other due to differences in values and goals. In other words, it can be said that conflict occurs whenever there is a struggle between people for limited values, whether it is financial means, property, reputation, power or responsibility (Leinert-Novosel, 2015:139). Further to the above, the causes of conflict can be organizational, personal and communication (Krizmanić, 2016: 9). From all of the above, the importance of understanding the conflict process and the scenario of its resolution is clear. A professional approach to a conflict situation will thus focus on solving the source of the problem, rather than winning over the other party. Accordingly, the purpose of this paper is to present an approach to conflict that will result in victory and positive emotions for all its participants and lead to a win-win scenario. Arriving at this scenario requires the application of the basic principles of negotiations: i. Separating people from problems, ii. Focus on interest, not position, iii. Generating mutually beneficial options and iv. Application of objective criteria (Fisher and Ury, 2011: 19-82). The successful application of these principles will inevitably result in the improvement of stakeholder relations and the strengthening of their future cooperation (Leinert-Novosel, 2015: 152).