Resumen de Implementing dialogic communication: : A survey of IPR, PRSA, and IABC members
A line of public relations research argues that dialogic communication is both ethical and beneficial for organizations. However, empirical studies found many organizations hesitate to implement dialogic communication. This article seeks to explore the obstacles that prevent some organizations from engaging the public in dialogues. We analyzed data from a large scale national survey among senior level public relations practitioners and our findings suggest that organizations’ tolerance for risk and the role of public relations in organizations influence organizations’ implementation of dialogic communication
