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Understanding Factors Affecting Organizations’ Implementation of Dialogic Communication: An Exploratory Study

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Abstract:

Even though a line of public relations theory argues that dialogic communication is both ethical and beneficial for organizations (Kent & Taylor, 1998, 2002), empirical studies found many organizations hesitate to implement dialogic communication strategies. This article seeks to explore the obstacles that prevent some organizations from engaging public in dialogues. We analyzed data from a large scale national survey among senior level public relations practitioners and our findings suggest that three dimensions of factors strongly influence organizations’ dialogic communication: organizations’ tolerance for the risk associated with dialogic communication, organizations’ needs for dialogic communication and the role public relations play in organizations.

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Association:
Name: International Communication Association 65th Annual Conference
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p978410_index.html
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MLA Citation:

Huang, Jin. and Yang, Aimei. "Understanding Factors Affecting Organizations’ Implementation of Dialogic Communication: An Exploratory Study" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2018-02-14 <http://citation.allacademic.com/meta/p978410_index.html>

APA Citation:

Huang, J. and Yang, A. , 2015-05-21 "Understanding Factors Affecting Organizations’ Implementation of Dialogic Communication: An Exploratory Study" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/PDF>. 2018-02-14 from http://citation.allacademic.com/meta/p978410_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Even though a line of public relations theory argues that dialogic communication is both ethical and beneficial for organizations (Kent & Taylor, 1998, 2002), empirical studies found many organizations hesitate to implement dialogic communication strategies. This article seeks to explore the obstacles that prevent some organizations from engaging public in dialogues. We analyzed data from a large scale national survey among senior level public relations practitioners and our findings suggest that three dimensions of factors strongly influence organizations’ dialogic communication: organizations’ tolerance for the risk associated with dialogic communication, organizations’ needs for dialogic communication and the role public relations play in organizations.


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