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Dialogic public relations theory
Dialogue is defined as “any negotiated exchange of ideas and opinions” (Kent & Taylor, 1998, p. 325). Public relations can facilitate dialogue by establishing channels and procedures for dialogic communication (Kent & Taylor, 2002). Dialogic theory argues that organizations should be willing to interact with publics in honest and ethical ways in order to create effective organization-public communication channels (Kent, Taylor, & White, 2003).
== Historical development ==
The concept of dialogue has its roots in various disciplines such as philosophy, rhetoric, psychology, and relational communication (Kent & Taylor, 2002). Philosophers and rhetoricians have long perceived dialogue as one of the most ethical forms of communication and as one of the central means of separating truth from falsehood. Theologian Martin Buber was considered as the father of the modern concept of dialogue (Kent & Taylor, 2002). In public relations, dialogue was explained as “communicating about issues with publics” (Kent & Taylor, 2002, p. 22). There has been a theoretical shift from public relations reflecting an emphasis on managing communication (Grunig & Hunt, 1984) to an emphasis on communication as a tool for establishing relationships (Botan, 1992).
The consideration of dialogue as a public relations theory should be attributed to Pearson (Kent & Taylor, 2002). According to Pearson (1989), public relations can be conceptualized as the management of interpersonal dialectic. After that, Botan (1997) claimed that “dialogue manifests itself more as a stance, orientation, or bearing in communication rather than as a specific method, technique, or format (p. 192).” Kent and Taylor (1998) argued that “dialogue is product rather than process” (p. 323) and viewed the symmetrical model as a procedural way to listen or solicit feedback. Furthermore, Kent and Taylor (2002) clarified the concept of dialogue in public relations and proposed principles of dialogic theory.
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