Dialogic Theory and Dialogic Theory and Media RelationsMedia RelationsRoberts/Kent & TaylorRoberts/Kent & Taylor

Dialogic Theory Dialogic Theory

Main contextual pointMain contextual point

• Public relations is transforming from • Public relations is transforming from ““managing communicationmanaging communication”” to using to using communication as a tool for negotiating communication as a tool for negotiating relationships (p. 23)relationships (p. 23)

Online, social, and digital media have Online, social, and digital media have dramatically altered how we reach publics. dramatically altered how we reach publics. We must adjust our needs to meet their We must adjust our needs to meet their needs and expectations.needs and expectations.

Important featuresImportant features

MutualityMutuality

• Organizations and publics (e.g. the media) • Organizations and publics (e.g. the media) are are ““inextricably tied togetherinextricably tied together””(p. 25).(p. 25).

Creating mutually beneficial relationships is Creating mutually beneficial relationships is essential for the long-term success of the essential for the long-term success of the organization.organization.

• Organizations need the media, and they • Organizations need the media, and they need us.need us.

Important featuresImportant features

Collaboration (not winning or losing)Collaboration (not winning or losing)

• Developing an understanding of each other’s • Developing an understanding of each other’s positions and motivationspositions and motivations

What does the media need and why do they need What does the media need and why do they need it?it? Traditional media are for-profit businessesTraditional media are for-profit businesses New media may be educational or non-profitNew media may be educational or non-profit

Both need to satisfy audiences’ need for Both need to satisfy audiences’ need for info info

Important featuresImportant features

Spirit of mutual equalitySpirit of mutual equality

Immanuel Kant (my translation)Immanuel Kant (my translation)

We treat people as an end unto We treat people as an end unto themselves; not as a means to an endthemselves; not as a means to an end

• We build meaningful, long-term • We build meaningful, long-term relationships with the media; we don’t just relationships with the media; we don’t just contact them when we need coveragecontact them when we need coverage

Important FeaturesImportant Features

Propinquity Propinquity

Open dialogue is encouraged, the dialogue is Open dialogue is encouraged, the dialogue is timely and it is focused on long-term timely and it is focused on long-term relationship buildingrelationship building

• We are responsive to media requests, meet • We are responsive to media requests, meet deadlines, and tell the truth as we know it deadlines, and tell the truth as we know it

Important FeaturesImportant Features

EmpathyEmpathy

We “walk in the shoes” of our publics to We “walk in the shoes” of our publics to better understand their motivationsbetter understand their motivations

Boundary spanning is important in public Boundary spanning is important in public relations and media relationsrelations and media relations

• We work to understand the pressures on • We work to understand the pressures on the media so we can better meet their needs. the media so we can better meet their needs.

Important FeaturesImportant Features

RiskRisk

Organizations leave themselves vulnerable to Organizations leave themselves vulnerable to criticism when they fully engage in open criticism when they fully engage in open dialoguedialogue

That risk must be taken to reap the rewards That risk must be taken to reap the rewards of building a reputation as an honest, of building a reputation as an honest, transparent organization transparent organization

• All you can expect from the media is fair • All you can expect from the media is fair and accurate coverageand accurate coverage

Important FeaturesImportant Features

Commitment (Willingness)Commitment (Willingness)

Organizations must be willing to actively Organizations must be willing to actively listen to publics at all times and even change listen to publics at all times and even change course to meet their needscourse to meet their needs

• Communicate with the media in good • Communicate with the media in good times and bad times (crisis communication)times and bad times (crisis communication)