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

Regina Y R CHEN*, Flora C J HUNG-BAESECKE, Xianhong Chen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)

Abstract

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.

Original languageEnglish
Article number101878
JournalPublic Relations Review
Volume46
Issue number1
DOIs
Publication statusPublished - Mar 2020

Scopus Subject Areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

User-Defined Keywords

  • China
  • Dialogic communication
  • Dialogic theory
  • Engagement
  • Social media

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