Moving forward the dialogic theory of public relations: Concepts,methods and applications of organization-public dialogue

Advanced information and communication technologies and social media (Web 2.0) have significantly shaped every aspect of contemporary society since Kent and Taylor’s (1998) proposal of dialogic principles, which later evolved into dialogic theory of public relations. It is now time to move the theory forward. The special section aims to advance the dialogic theory of public relations by reviewing the scholarship in organization-public dialogue to pinpoint critical issues for its development and introducing studies that take the dialogue approach to examine a range of public relations practices in China. In this introduction, we first identify critical issues to be addressed for the development of the dialogic theory of public relations and then introduce the articles included in the section. We conclude by proposing research directions for the theoretical and practical development of the dialogic approach to public relations.     

A systematic analysis of research applying ‘principles of dialogic communication’ to organizational websites,blogs, and social media: Implications for theory and practice

The purpose of this study was to analyze peer-reviewed research that applied principles of dialogic communication to organizational websites, blogs, and social media. We identified 79 relevant studies and found that 83% reported the results of a content analysis. Only 25% of studies presented a theoretical implication; 75% discussed practical implications. Future research must distinguish between analyzing structural features of web-based organizational communication and studying dialogue. Differences in power and access to resources between organizations and publics should be incorporated into studies seeking to advance a dialogic theory of public relations.     

Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes

Dialogic communication has long been viewed as vital for effective organization-public relations. Yet, it is under-theorized whether and how organizations’ disaster communication messages may embody dialogic communication principles, and how various dialogic features are associated with different public engagement outcomes on social media. Extending the Organization-Public Dialogic Communication (OPDC) framework to the context of social media-mediated disaster communication, we propose a multi-level framework to assess the dialogic capacity of Facebook messages sent by disaster management organizations during a natural disaster. Three levels of dialogic communication characteristics (i.e., message structure-level, topic-level, and linguistic level) are examined using content analysis and Linguistic Inquiry and Word Count (LIWC). Results identified media richness, correcting, and confirming topics as three consistent predictors of public engagement of all types. Meanwhile, there exhibit greater variations regarding how other topical features and linguistic characteristics are related to public’s cognitive, emotional, and behavioral engagement during a disaster.     

When controversial businesses meet dialogic communication: Insights from public relations practitioners in the oil and gas industry

This study investigated how public relations practitioners understand and practice dialogic communication in the controversial oil and gas industry. Guided by theoretical works of dialogic theory of public relations, the dialogic ladder, and negative spaces of dialogue, in-depth interviews were conducted with 21 practitioners who held public relations/communication positions serving the oil and gas industry in Canada. The findings suggest some points of alignment between practitioners’ understanding of dialogic public relations and the related theoretical orientation. Practitioners reported predominantly using an interpersonal approach for shallow dialogue followed by mediated and procedural approaches with different stakeholders in practice. Interviewees also shared the unique challenges they face in practicing dialogic communication due to the controversies surrounding the industry. Theoretical and practical implications are discussed.     

Mandating dialogue? International perspectives on differences between theory and practice

This paper replicates an Australian study (Lane, 2018) into how public relations practitioners understand dialogue in practice. The original study found practitioners believed they were carrying out dialogue legally required by government, but what they were doing was no more than two-way communication. It also found practitioners’ operating environments meant they could never actually undertake dialogue, even if mandated to do so. These empirically-based insights revealed the existence of gaps between theory and practice in dialogue in public relations. The study was repeated in Austria to determine if these findings were consistent internationally, and to consider what this might mean for the place of dialogue in public relations. Examples of so-called mandated ‘dialogue’ provided by Austrian public relations practitioners in semi-structured interviews were analyzed using Kent and Taylor’s (2002) five principles of dialogue. This analysis showed that despite the Austrian practitioners’ familiarity with the work of Habermas on dialogue, the mandated communication they carried out was not dialogue. The Austrian experience also showed that the nature of the underlying context of mandated communication—the need to achieve agreement between parties in varying levels of conflict; and conducting communication within boundaries of time and non-negotiable pre-existing decisions—meant dialogue could never occur. Comparing the two studies demonstrated high levels of similarity between the countries’ results, which we hope can provide the starting point for the development of a longitudinal and international perspective. This paper concludes that the place of dialogue in the theory and practice of public relations is dependent on the education of practitioners in its implementation; and a re-thinking of the role of the aspirational in situations where it can never be attained.     

The dialogic ladder: Toward a framework of dialogue

This paper articulates the existence of different forms of ‘dialogue’, ranging from the conduct of simple two-way communication through more interactive forms culminating in true (or capital D) Dialogue. The importance of, and rationale for, the making of these distinctions is discussed in relation to the theorizing and practice of dialogue in public relations. A framework encompassing variations on the theme of dialogue is proposed in the form of a dialogic ladder that reflects the everyday usage of the term, while also preserving the existence and distinction of the normative form.The clearer and more consistent conceptualization of dialogue resulting from the dialogic ladder will assist in developing teaching curricula and associated materials that enable future researchers and practitioners to distinguish between true Dialogue and other forms. The dialogic ladder contributes to the development of dialogue theory that either expands to include dialogue-in-name-only (Kent & Theunissen, 2016), or narrows its focus to consider only true Dialogue. It will also allow identification of situations in practice where two-way communication falls short of true Dialogue, and stimulate efforts to consider why this shortfall occurs and how it might be addressed—if the conduct of true Dialogue is deemed necessary and possible. Finally, the dialogic ladder provides an alternative perspective on the role of dialogue in the two-way symmetric model of public relations.     

Co-creating corporate identity through dialogue: A pilot study

The current scholarship of reputation management in public relations largely ignores the role of publics and the co-creational approach towards corporate identity. With renewed attention turning towards dialogue within public relations theory and practice, it is argued that scholars must acknowledge, and bring to the fore, the potential risks and, perhaps, disadvantages of dialogue in public relations. In fact, the application of dialogic principles might change how we view and create authentic corporate identity.     

Toward a dialogic theory of public relations

This essay clarifies the concept of dialogue in public relations. As public relations theory and research move toward a two-way relational communication model, many scholars and practitioners are increasingly using the terms “dialogic” and “dialogue” to describe ethical and practical approaches to public relations. The concept of dialogue is deeply rooted in philosophy and relational communication theory. Its inclusion in the public relations vocabulary is an important step toward understanding how organizations can build relationships that serve both organizational and public interests. This essay traces the roots of dialogue, identifies several over-arching tenets, and provides three ways that organizations can incorporate dialogue into their communication with publics.     

Social media dialogues in a crisis: A mixed-methods approach to identifying publics on social media

Despite the promise of social media to engender dialogue, the common approach to studying social media may prioritize monologue, whereby research considers the strategies organizations use in targeting publics, particularly in a crisis. This study uses a mixed-method approach to analyze dialogue in a crisis—semantic network analysis and content analysis. Specifically, this study examines the emotional expression and crisis coping behaviors on social media during two separate terror attacks: the Paris terror attacks in 2015 and the Barcelona terror attacks in 2017. Results demonstrate how publics may be identified and understood through semantic network analysis and content analysis. This study also shows the connection between emotions and coping, expanding the crisis communication literature in public relations, and suggests the need to consider agenda-setting and resilience in crisis communication research. Finally, we discuss this study’s implications for assuming a dialogic orientation in public relations.     

Activist practitioner perspectives of website public relations: Why aren’t activist websites fulfilling the dialogic promise?

Kent and Taylor proposed five dialogic principles for mediated public relations in 1998 and numerous studies of activist groups, corporations, and educational institutions have shown that most websites fail to meet their dialogic potential. This study explores some of the reasons why activist organizations do not integrate dialogic features into their websites. Thirteen activist public relations practitioners were interviewed to determine their perceptions of websites as tools for information dissemination and resource mobilization. Three consistent themes emerged from the interviews: (1) website communication is perceived to be most effective when tied to issue-specific events and issue currency, (2) websites cater to existing and highly involved publics, and (3) websites are viewed as passive communication tools that must be supplemented with traditional public relations practices.     

Revisiting the concept “dialogue” in public relations

This paper follows a critical approach in exploring the philosophical underpinnings and key features of dialogue in public relations practice and thinking. It argues that dialogue has been uncritically equated to two-way symmetrical communication, which has not done justice to the nature of dialogue, and has effectively stifled concrete development of a dialogic theory in public relations. The paper draws from a range of literature, including mainstream public relations and communication philosophy—in particular the philosophy of Martin Buber. The purpose of this paper is to inform public relations thinking by encouraging debate rather than proposing a new theoretical approach. As such, it sets out to explore the concept of dialogue and its philosophical underpinning, considers its practical application and suggests that it should not be seen as superior to persuasion.     

Reimagining dialogue in public relations: Bakhtin and open dialogue in the public sphere

Over the past several decades, public relations scholarship has added significant richness to its understanding of dialogue. Such research has followed a theoretical trajectory centered on the “I and Thou” philosophy of Martin Buber. Drawing from Mikhail Bakhtin’s Dialogic Imagination, this essay puts public relations dialogic scholarship into conversation with the concept of dialogue in a broader societal context. Bakhtin’s work provides additional understanding of public relations’ roles in dialogue, particularly in regards to facilitating public conversations. Bakhtin’s emphasis on contextual and individually generated meanings illuminates the nature and structure of public conversations and the potential for public relations practitioners to play a more active and positive role in the enactment of open dialogue.     

Introducing the Strata Approach to Dialogue Analysis (SADA): the case of political NGOs in Israel

ABSTRACT

While research on dialogue has been flourishing over the past few decades, critics contend that this scholarship often misses the core philosophical idea of dialogue, focusing instead on the absence or presence of dialogic principles in various organizational settings. This study has both empirical and methodological objectives: a) to solve a built-in lacuna in on-going dialogue research that frequently addresses important aspects of PR and dialogue in a blended manner, thereby undercutting the ability to develop in-depth critical research and examine the issues of dialogue more comprehensively; b) to provide an empirical contribution to understanding dialogue within the context of political NGOs’ public relations in Israel’s divided society. We suggest a layered approach as a methodological solution to this void by introducing a Strata Approach to Dialogue Analysis (SADA). Israel’s divided society, comprising various opposing groups, serves as a case study to demonstrate the advantages of SADA over current analyzes of dialogue. By revealing the differences between dialogic potential (features), actual dialogue (process), and the perception of dialogue (orientation), SADA enables the development of in-depth, critical research, i.e. examining the issue of dialogue more accurately and comprehensively.     

A Study on Dialogic Communication,Trust, and Distrust: Testing a Scale for Measuring Organization–Public Dialogic Communication (OPDC)

Although there is a wide range of discussion on dialogic communication, or dialogue, in the field of public relations, little research has dealt with the empirical measurement of organization–public dialogue. The primary purpose of this study was to test the proposed scale for measuring organization–public dialogic communication (OPDC). Additionally, this study aimed to demonstrate the link between dialogic communication and trust/distrust between organizations studied and their publics. For the research purpose, two anonymous online surveys were used to collect the data. The participants were American consumers randomly selected from a representative research panel of online survey participants (N = 704). According to the results, the proposed 2-factor, 28-item scale of OPDC was valid and reliable. Also, for further empirical validation, this study found that the proposed scale of OPDC is significantly related to public trust and distrust. Given the scarcity of the empirical research on OPDC, the results of this study can contribute to further research in communication management.     

Computer mediation vs. dialogic communication: How media affordances affect organization-public relationship building

The ontological conflict between computer mediation and dialogic communication—a normative ideal for ethical organization-public relationship building rooted in interpersonal literature—has attracted much scholarly attention, and in particular has generated the notion that mediated dialogue is a self-contradictory concept. In this study, we question this argument and provide empirical evidence by conducting a survey that links media channels’ affordances to their capability to carry organizations’ dialogic orientations. Results show that bandwidth and social presence affordances facilitate dialogic communication while anonymity slightly inhibits it, whether the communicative context is proactive or reactive. Social presence exerts the greatest impact on how publics perceive organizations’ dialogic orientations, and anonymity’s negative role was overstated by previous studies. Assessing media channels’ dialogic affordances, we found video conferencing and instant messaging to be the most dialogic channels for mediated organization-public communication.     

Public relations,indigeneity and colonization: Indigenous resistance as dialogic anchor

Cultural communication has been put forth in the context of globalization and the emergence of Indigenous movements as a framework for dialogue to be carried out by organizations (Love & Tilley, 2014). Concepts of Māori communication for instance have been foregrounded in the public relations literature to anchor strategies of effective engagement through dialogue, leading to the building of trust in Indigenous communities (Love & Tilley, 2014). Similarly, Indigenous engagement has been foregrounded as a key resource in achieving global sustainable development (Dutta, 2013, 2019). This turn to Indigenous cultural communication is broadly situated in the framing of indigeneity as a category to be developed within frameworks of dialogue and engagement, constituted within the structures of transnational capitalism (Dutta, 2019).Drawing from Dutta’s (2008) theorizing of the cultural sensitivity and culture-centered approaches to communication, we critically interrogate the hegemony of Indigenous dialogue as a strategy deployed by dominant organizations. Whereas cultural sensitivity incorporates cultural characteristics to serve organizational goals, cultural-centering serves as an anchor for collaborating with cultural communities at the margins in building “communicative infrastructures” for voice. Arguing that superficial markers of culture incorporated into engagement is a communicative inversion that serves the colonizing tools of transnational capital, we attend to culturally centered communication strategies of engagement that are grounded in resistance and emerge from within the voices of Indigenous movements that are increasingly threatened by ever-expanding colonial missions of globalization.Comparing across two case studies, one about the struggle of the Dongria Kondh in the Odisha state of Eastern India against mining capitalism, and the other a critical review of the use of Māori cultural knowledge in the public relations literature, we articulate indigeneity as a site of resistance within the meta-theoretical framework of the culture-centered approach (Dutta, 2008, 2011). In conceptualizing Indigenous resistance as an agonistic anchor to communication, we attend to the impossibilities of dialogue, and simultaneously to the role of communicative infrastructures in inverting neoliberal hegemony. Dialogue is radically transformed, not in generating consensus but rather in its capacity to disrupt the neoliberal status quo through the presence of Indigenous voices. Indigenous resistance “renders impure” the ontological category of dialogue, on one hand, attending to the limits of dialogue, and on the other hand, turns dialogic tools into the hands of Indigenous social movements. Dialogue as a communication infrastructure located materially within Indigenous resistance movements turns the power of communication into the hands of Indigenous communities.     

Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates

Many of the relationship cultivation strategies and the dialogic principles assume symmetrical communication is taking place. However, significant amounts of information are shared in a one-way manner. Although they have fallen out of favor with many academics, the four models of public relations can provide significant insights into how organizations communicate. Using the models as the guiding framework, this brief study examines how nonprofit organizations from the Philanthropy 200 communicate on Twitter. The findings reveal that the organizations are more likely to use one-way models despite the potential for dialogue and community building on the social networking site.     

Corporate dialogue in crises of China: Examining dialogic strategies and communicative outcomes in a child abuse scandal

Although dialogue has become a key concept in the field of public relations, little research has dealt with corporate dialogic strategies and communicative outcomes in crises of a non-Western context. Applying a mixed-method approach including both quantitative survey research and qualitative content analysis, this study analyzed both corporate dialogic strategies and public reactions in a social-mediated crisis in mainland China. Results demonstrated the corporation utilized both concertative and transformative dialogic strategies as the crisis progressed. After the crisis, concerned publics perceived low trust and moderate distrust towards the organization and reported five different communicative action intentions (i.e., mobilizing, information seeking, threatening, persuasion, and partnering). Trust and distrust exerted different impacts on publics’ post-crisis communicative action intentions and distrust was a stronger driver. Theoretical and practical implications of these findings are discussed.     

An exploratory study on content and style as driving factors facilitating dialogic communication between corporations and publics on social media in China

Global corporations publicize on social networking sites (SNSs) to foster dialogic communication with publics as a form of building relationships. Yet the link between the content and style of the corporation communication from different cultural backgrounds and publics’ responses in the form of likes and retweets is under-researched. This empirical study explored how global corporations from China and Germany employ factors such as useful content topics and culturally-influenced communication styles to cultivate dialogic communication with publics on Sina Weibo, the largest SNS in China. Although both German and Chinese corporations similarly posted a range of content on products/services, corporate appeal and relationship building with no distinct significant differences in their communication styles, publics’ response varied noticeably in that they were more receptive to content on products/services disseminated by German corporations yet had greater responses to content on corporate appeal posted by Chinese corporations. In addition, publics were more inclined to react favorably to messages presented in an individualistic style of communication by German companies and messages in a collectivistic style by Chinese companies. The implications of how to effectively use SNS to engage in dialogue with publics are highlighted.