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.     

Explicating trust and its relation to dialogue at a time of divided societies

Values, beliefs, opinions and attitudes on issues (such as religion, LGBTQ, immigration, etc.), and the proliferation of social media platforms have made society not only more diverse but also more divided. Competing and conflicting views and attitudes result in more schisms and disengagement. In addition, conflicts and disagreements on various issues also have resulted in a lack of trust and a reluctance of organizations and publics to engage in meaningful communication. As a result, developing trusting relationships by facilitating dialogues is significant. Trust has been an important construct in past research on organization-public relationships. However, the concept of trust has rarely been discussed in-depth in public relations literature. This special section of Public Relations Review, entitled Enhancing Dialogue and Trust in Diverse Societies, examines whether the current definitions of trust and its dimensions in the public relations literature are adequate in an organization-public dialogic communication setting.     

Managing relationships on Facebook: A long-term analysis of leading companies in Germany

The purpose of this study is to investigate how companies manage relationships with publics on social media. Based on the concepts of functional and contingency interactivity, the study examines the long-term implementation of three interactive strategies derived from research on organization-public relationships: dialogic communication, transparent communication, and informal communication. The study sheds further light on relational outputs and outcomes. The results of content analyses of leading German companies’ Facebook pages in 2012, 2015, and 2018 indicate the growing importance of dialogic communication and informal communication. There is a constant relation between dialogic communication and the extent of user interaction, with the analysis suggesting that dialogic communication is used to manage critical user comments. Hence, the long-term study contributes to a deeper understanding of professionalization in corporate social media communication. It provides evidence for PR scholars and professionals that there are effective features on Facebook for managing sustainable relationships.     

Timeliness,responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building

This study investigates how social media can be better managed to cultivate positive organization-public relationships. It advances an expanded and integrated conceptual model to test how the communication features of corporate pages on social networking sites may influence publics’ perception of the organization’s communication ethicality, which further predicts organization-public relationships as a compound index of trust, commitment, and satisfaction. The results, based on structural equation modeling, showed that three important communication strategies are success factors that could shape perceptions of communication ethicality: timeliness, responsiveness, and the use of human voice in a dialogic framework. In particular, publics’ perception of the organization’s communication ethicality emerged as a key mediator driving communication effects to foster positive relationships with stakeholders in an online environment.     

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.     

Unpack the relational and behavioral outcomes of internal CSR: Highlighting dialogic communication and managerial facilitation

This study examines how corporate social responsibility (CSR) communication and management contributes to internal public relationship building and employees’ megaphoning behaviors. Specifically, it investigates how organization-public dialogic communication (OPDC) about CSR and organizational leaders’ facilitation behaviors for employees’ CSR engagement influence employees’ perceptions of two distinct types of organization-public relationships: communal and exchange relationships. Structural equation modeling results of 660 online survey responses suggest that OPDC has a positive association with communal relationships and negative association with exchange relationships. Facilitation behavior positively contributes to exchange relationships. Both communal and exchange relationships are positively associated with employees’ positive megaphoning. Yet, negative megaphoning is negatively linked with communal relationships and positively linked with exchange relationships. This study contributes to the growing body of literature on internal CSR communication and management. More importantly, it uncovers the nuanced effects of CSR on employee-organization communal and exchange relationship building.     

How activist organizations are using the Internet to build relationships

This study examines the mediated communication of activist organizations to understand how these groups use their Web sites to build relationships with publics. A study of one hundred environmental organization Web sites identified common features and examined the incorporation of dialogic communication into this new medium. The data suggest that while most activist organizations meet the technical and design aspects required for dialogic relationship building on the Web, they are not yet fully engaging their publics in two-way communication. Moreover, it appears that the activist organizations are better prepared to address the needs of member publics rather than media needs.     

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.     

Exploring dialogic strategies in social media for fostering citizens’ interactions with Latin American local governments

Although the benefits of social media for enhancing citizens’ interactions with their local governments are well known in a more global context, few studies have focused on Latin America, or on the MERCOSUR countries in particular. This paper examines the use of dialogic strategies in the social media activities of local governments in MERCOSUR countries in order to generate citizens’ online engagement. Analysis of this question enhances our understanding of the use of social media by local governments in less developed countries and highlights the need for empirical evidence on the use of dialogic communication theory regarding stakeholder engagement with social media. The findings obtained reflect the positive influence of dialogic strategies on citizens’ online engagement, particularly those based on dialogic loop, useful information and generation of return visits, aimed at fostering participation via social media.     

Managing internal communication: How the choice of channels affects internal communication satisfaction

As the environment of internal communication is continually changing for a multitude of reasons, especially new technologies, organizations have to adapt fast in their attempts to reach their employees. When deciding on the type of channel to use, internal communication managers should be aware of their employees’ preferences. The purpose of this study is to identify how the choice of internal communication media affects internal communication satisfaction. In order to explore this relationship further, we conducted an analysis of the most commonly used internal communication channels in ten large corporations and linked the results to employees’ satisfaction and media choice. By expanding the knowledge on preferred communication channels, we are hoping to provide some insight for better management of internal communication.     

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.     

Social media,temporality, and the legitimacy of protest

ABSTRACT

This article examines how the rise of social media affects the temporal relations of protest communication. Following a relational approach, it traces how regimes of temporality are constructed and transformed through the entanglement between media infrastructures, institutions, and practices. These regimes involve particular ‘speeds’ -the rate at which media content is renewed – as well as ‘temporal orientations’ towards present, past, and future. The article questions how specific temporal regimes enable or complicate protestors’ efforts to gain public legitimacy. A large body of research suggests that it is difficult to gain such legitimacy in the mainstream news cycle, in which protest is primarily covered from an ‘episodic’ perspective, ignoring larger protest issues. The present analysis suggests that despite the participatory affordances of social media, it has not become any easier to generate sustained public attention for structural protest issues. Drawing examples from three case studies, it demonstrates that the dominant mode of social media protest communication reproduces and reinforces the episodic focus of the mainstream news. While other temporal perspectives on protest are certainly developed in the alternative and mainstream news, as well as in activist social media communication, these do not fundamentally challenge the prevailing temporal orientation towards the present, towards the event.     

Incorporating competition and comparisons into crisis communication: How competing organizations respond to industry crises

Crisis communication research typically focuses on how a single organization strategically responds to crises based on its own set of situational factors. However, it is common for multiple competing organizations to be involved in responding to the same crisis. By analyzing two industry crisis cases in China, this study provides insights into what we termed competitive crisis communication, which involves not only crisis response timing and strategies but also competition and comparisons among the different organizations involved in the same crisis. The analysis of organizational statements on social media reveals the extent of differences in crisis response strategies adopted by competing organizations. Findings from an analysis of online media coverage and public posts on social media further suggest that stakeholders’ comparisons of different organizations’ crisis responses can influence stakeholders’ emotions and reputational perceptions of the organizations. Finally, the competitive advantages for an organization to respond as the first mover or late mover in industry crisis communication are discussed.     

“We are people,not transactions”: Trust as a precursor to dialogue with LGBTQ publics

This research focuses on trust as a precursor to dialogic communication with diverse publics. Through a grounded theory approach, this research explicates the concept of trust in dialogue within organization-public relations to refine and advance research about enhancing dialogue and trust in diverse societies. Based on in-depth interviews with 33 LGBTQ communication professionals, findings suggest that trust is a precursor to dialogue and is impacted by cultural competency, organizational congruency, authenticity, and stakeholder empowerment.     

Dialogic communication in the health care context: A case study of Kaiser Permanente's social media practices

This case study examines how one of the largest not-for-profit health care organizations in the US, Kaiser Permanente, uses social media to communicate with its stakeholders. Through content analysis and interviews, this study identifies the communication models reflected in a sample of social media posts and examines the organization's approach to using social media. The study finds evidence of both one-way and two-way communication models, as well as principles of dialogic communication. The implications of these findings are discussed.     

The potential of Web sites as a relationship building tool for charitable fundraising NPOs

The Internet and especially the new challenges within Web 2.0 provide organizations with the possibility of encouraging two-way communication and engaging publics in dialogue. Charitable fundraising nonprofit organizations (NPOs) can particularly benefit from the Web's relationship building potential. This study aims to explore the potential of Web sites as an online-communication tool of Swiss NPOs. Via content analysis, the Web sites of 134 Swiss charitable fundraising NPOs were examined in order to point out how those organizations are using the Web to create dialogic relationships with their most important stakeholder groups, which are potential donors and the media. Results indicate that the potential of the Internet for dialogic communication is not used efficiently by most NPOs. Nevertheless, NPOs seem to be acknowledging the importance of engaging publics in dialogue, as most of them replied to information requests from potential donors and the media.¹     

Staking reputation on stakeholders: How does stakeholders’ Facebook engagement help or ruin a company’s reputation?

The majority of studies in public relations continue to examine organization-public relationships from only the organization’s perspective, with few studies focusing on the other side of the communication loop: stakeholders. The current study takes the stakeholders’ perspective to investigate the relationship between active stakeholders’ online behavior and corporate reputation. Modeling 5-year longitudinal social media data, a content analysis was conducted for Fortune 500 companies in the context of Facebook. By examining stakeholders’ Facebook engagement at the two levels of shallow engagement and profound engagement, significant associations were discovered. Active stakeholders’ Facebook-based interactions as leaving positive or negative comments with a company are significant predictors of the company’s reputation score. The findings bring new insights to existing literature and also practical implications to public relations professionals.     

Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n = 93) and individual tweets posted on those profiles (n = 930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%).     

Mediating the power of antecedents in public relationships: A pilot study

This study presents one of the first examinations of the influence of antecedents of relationships on the organization-public relationship. Results from a pilot study of adolescent volunteers suggest that reason for volunteering with a nonprofit organization was a significant predictor of volunteers’ future intentions toward the organization. Two variables partially mediated the relationship between antecedents and future intended behavior, involvement and relationship quality. Findings suggest that while reasons for relationship initiation play a powerful role in the organization-public relationship, organizations can minimize the impact through relationship management.     

Can Social Media Use Produce Enduring Social Ties? Affordances and the Case of Katrina Bloggers

Can previously unacquainted, grieving individuals who use social media to organize and participate in decentralized mobilizations build strong, lasting social ties? If so, how? What is it about particular social media technologies and platforms that might explain the strength and longevity of their social ties? Drawing on a case study of New Orleans bloggers who took part in a variety of contentious and non-contentious mobilizations after hurricane Katrina, we find that people who mobilize through social media like blogs can form strong and lasting social ties. We argue that this is partly because of the types of communication and interaction that blogs afford. We identify two types of affordances, mechanical and cultural, as distinct qualities of social media like blogs, and illustrate how they enable the building of strong, digitally mediated social ties among grieving people.