The Dialogic Turn in Public Relations: Toward a Theory of Dialogic Practice

Author:

• Michael L. Kent (University of Oklahoma)

Abstract:

This essay argues for an expanded role for dialogue and relational communication in public relations practice. The rhetorical turn that public relations has taken over the last ten years as well as the expanded role that public relations practitioners need to play as organizational counselors is discussed. Several case studies are examined and used to support the arguments for an expanded role of public relations advocacy and management.