The art and science of dialogue in public relations practice

Abstract

Dialogue can be seen as both an art and a science, depending on how we approach it, and it is seen to be the most desired form of communication. While this view is widely and uncritically accepted in Public Relations theory and practice, there is a great deal of confusion surrounding what constitutes dialogue and how it should be practiced. Textbooks claim that dialogue is essential for harmony and balance between organizations and stakeholders, but in practice it can expose the differences that lead to disagreement. This presentation uncovers the pitfalls and myth of dialogue in Public Relations.