Constructing positive public relations in China: Integrating public relations dimensions, dialogic theory of public relations and the Chinese philosophical thinking of Yin and Yang

2020 ◽  
Vol 46 (1) ◽  
pp. 101770 ◽  
Author(s):  
Xianhong Chen ◽  
Chun-Ju Flora Hung-Baesecke ◽  
Yi-Ru Regina Chen
Keyword(s):  
Public Relations ◽  
Philosophical Thinking ◽  
Yin And Yang ◽  
Dialogic Theory

Toward a dialogic theory of public relations

2002 ◽  
Vol 28 (1) ◽  
pp. 21-37 ◽  
Author(s):  
Michael L. Kent ◽  
Maureen Taylor
Keyword(s):  
Public Relations ◽  
Dialogic Theory

scholarly journals What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

2021 ◽  
Author(s):  
Annabel Lee
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Small Body ◽  
Relationship Building ◽  
Social Media Use ◽  
Symmetrical Model ◽  
Dialogic Theory ◽  
Reply Function

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.

The art of engagement: dialogic strategies on Twitter

2017 ◽  
Vol 21 (1) ◽  
pp. 17-33 ◽  
Author(s):  
Beth Sundstrom ◽  
Abbey Blake Levenshus
Keyword(s):  
Public Relations ◽  
Organizational Context ◽  
Qualitative Content Analysis ◽  
Online Communication ◽  
Strategic Communication ◽  
Content Type ◽  
Media Companies ◽  
Media Organizations ◽  
Dialogic Theory ◽  
The Relationship

Purpose The purpose of this paper is to explore how the dialogic theory of public relations can help strategic communication practitioners support and enhance the relationship between individuals and organizations. Design/methodology/approach This inquiry applied the dialogic theory of public relations by investigating leading media companies’ context-based strategic use of Twitter. Researchers conducted a qualitative content analysis of 1,800 tweets from 18 top-performing media organizations. Findings This study identified strategies, rooted in dialogic theoretical principles that media organizations used to engage stakeholders. Media companies employed strategies based on dialogic principles, including promoting organizations as industry and thought leaders, integrating social media, and using an interactive, synergistic organizational voice. Research limitations/implications These strategies support the need to expand theoretical conceptualizations and use of dialogic principles to study online communication. Practical implications Findings offer practical strategies for practitioners managing organizations’ Twitter communication to foster engagement. In particular, practitioners should consider organizational context and subsequent content advantages. Originality/value Findings offer practical and theoretical contributions to the debate of interactivity.

Show me the money: how bloggers as stakeholders are challenging theories of relationship building in public relations

2016 ◽  
Vol 160 (1) ◽  
pp. 67-77 ◽  
Author(s):  
Catherine Archer ◽  
Paul Harrigan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Relationship Building ◽  
Ethical Practice ◽  
Editorial Content ◽  
Academic Literature ◽  
Work Related ◽  
The Social ◽  
As Relationship ◽  
Dialogic Theory

Conventional ‘normative’ theories of public relations have often centred on relationship building, dialogic theory and two-way communication. Despite these theories dominating much of the academic literature, practitioners continue to seek control in relationships to produce ‘value outcomes’ and meet measurable objectives for the organisations they work for. Public relations workers’ ability to influence the influencers has been framed as relationship development, and payment for editorial content or other influence has been seen as unethical. With the rise of social media, the so-called ‘new’ influencers are now bloggers and Instagrammers. Given that most social media influencers now wish to be compensated with payment or in-kind for any work related to brands, this article discusses the implications for ethical practice and public relations theory. The mask of relationship building in the social media age needs to be removed and the importance of payment to bloggers needs to be acknowledged for the theories of public relations to develop.

scholarly journals What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

2021 ◽  
Author(s):  
Annabel Lee
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Small Body ◽  
Relationship Building ◽  
Social Media Use ◽  
Symmetrical Model ◽  
Dialogic Theory ◽  
Reply Function

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.

scholarly journals Digital public relations through the lens of affordances: A conceptual update of the "ease of interface" dialogic principle

2019 ◽  
Author(s):  
Alvin Zhou ◽  
Sifan Xu
Keyword(s):  
Public Relations ◽  
Digital Media ◽  
Computer Mediated Communication ◽  
Affordance Theory ◽  
Mediated Communication ◽  
Dialogic Communication ◽  
Digital Platforms ◽  
Web 3.0 ◽  
Computer Mediated ◽  
Dialogic Theory

Connecting the affordance framework in computer-mediated communication to public relations theories, this conceptual paper proposes an affordance perspective on dialogic communication and digital public relations in general. We argue that the enactment of dialogue on digital platforms requires certain combinations of media affordances, and that affordance theory provides a more systematic, holistic, and theoretical framework to investigate digital public relations practice. Additionally, we question the relevance of the fifth dialogic principle --- ``ease of interface'' --- in the Web 2.0 and Web 3.0 era, and propose ``favorable affordances'' as a conceptual update to re-imagine dialogic principles on social media, answering the call of Sommerfeldt & Yang (2018). We recommend using affordance theory to rephrase heated discussions on the tension between digital media and dialogic communication, to improve the relevance of dialogic theory for the digital age, and to re-examine relevant concepts in digital public relations.

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

2020 ◽  
Vol 46 (1) ◽  
pp. 101878 ◽  
Author(s):  
Yi-Ru Regina Chen ◽  
Chun-Ju Flora Hung-Baesecke ◽  
Xianhong Chen
Keyword(s):  
Public Relations ◽  
Public Dialogue ◽  
Dialogic Theory

Antitrust: U.S. Supreme Court Affirms FTC Jurisdiction but Vacates Scope of Analysis on CDA Policy

1999 ◽  
Vol 27 (2) ◽  
pp. 197-198
Author(s):  
Joseph R. Zakhary
Keyword(s):  
Public Relations ◽  
Supreme Court ◽  
Federal Trade Commission ◽  
Ninth Circuit ◽  
Court Of Appeals ◽  
For Profit ◽  
Rule Of Reason ◽  
Antitrust Analysis ◽  
Business Financing ◽  
The U.S

In California Dental Association v. FTC, 119 S. Ct. 1604 (1999), the U.S. Supreme Court reviewed a decision by the U.S. Court of Appeals for the Ninth Circuit that a nonprofit affiliation of dentists violated section 5 of the Federal Trade Commission Act (FTCA), 15 U.S.C.A. § 45 (1998), which prohibits unfair competition. The Court examined two issues: (1) the Federal Trade Commission's (FTC) jurisdiction over the California Dental Association (CDA); and (2) the proper scope of antitrust analysis. The Court unanimously held that CDA was subject to FTC's jurisdiction, but split 5-4 in its finding that the district court's use of abbreviated rule-of-reason analysis was inappropriate.CDA is a voluntary, nonprofit association of local dental societies. It boasts approximately 19,000 members, who constitute roughly threequarters of the dentists practicing in California. Although a nonprofit, CDA includes for-profit subsidiaries that financially benefit CDA members. CDA gives its members access to insurance and business financing, and lobbies and litigates on their behalf. Members also benefit from CDA marketing and public relations campaigns.

Making Twitter Work For You

ASHA Leader ◽  
2013 ◽  
Vol 18 (5) ◽  
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Speech Language Pathologists

As professionals who recognize and value the power and important of communications, audiologists and speech-language pathologists are perfectly positioned to leverage social media for public relations.

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