This paper suggests that introducing dialogue into public relations will improve organizational relationships with their publics. The main point of creating a dialogue is to treat publics as an end verses a means. By incorporating dialogue, the relationship building would be based on honesty, trust and positive regard. There is no guarantee that such an exchange would not be capitalized upon or used to foster special interests or corporate agendas. Therefore, there is inherent risk. This article describes five dialogic tenets necessary to implement a dialogic system: mutuality, empathy, propinquity, risk, and commitment. Such a system could foster improved and effective communications between organizations and their publics.
I feel lucky that most of my clients to date have been non-profits. As a fair publicist, I rely on community support to advocate for the work these organizations do. It’s important to communicate openly, honestly and frequently. Sometimes sending out one-way communications is appropriate, but usually I strive to engage each community using a two-way communication model. This method is better at building relationships that last.
LINK TO FULL TEXT: https://doi.org/10.1016/S0363-8111(02)00108-X
Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21–37.