Kent, M.L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21–37. https://doi.org/10.1016/S0363-8111(02)00108-X
Public relations shouldn’t be viewed as an attempt to control public opinion. It should be approached as an opportunity to nurture relationships through dialogue, which is more ethical than manipulative communications. This mindset of dialogue has five characteristics: mutuality (the belief that organizations and people are equal and tied together), propinquity (the availability and willingness of both parties to fully participate), empathy (listening with care to the other party’s interests), risk (the willingness to be vulnerable), and commitment (the extent to which both parties are honest, revealing, and aren’t out to “defeat” the other party). Practicing dialogic public relations requires organizational commitment, training for external-facing employees, explicitly communicated expectations for dialogue, and accessible, real-time communication channels.
Dialogue is a critical component of modern, effective, and moral communication strategies. This research provides clear expectations and actionable steps that communications leaders can use to facilitate dialogue.
Learning Outcome 2: Demonstrate the ability to assess complex organizational environments and achieve communication goals.
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