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.