Document Type

Article

Language

eng

Format of Original

24 p.

Publication Date

8-2016

Publisher

University of Southern California

Source Publication

International Journal of Communication

Source ISSN

1932-8036

Abstract

Dialogic communication is an important public relations theory, yet scholarship has found few organizations using it to its full potential. Meanwhile, multiple overlapping definitions exist for related terms like engagement, interactivity, and responsiveness, causing potential confusion for researchers and professionals. This research reports the results of in-depth interviews with top digital public relations professionals regarding how they use interactive writing, a form of social media engagement, to build relationships. Through their own unprompted words, the research also describes how professionals use terms such as dialogue, engagement, interactivity, and responsiveness, and corresponding definitions, to refer to their daily work. Our model clarifies relationships between similar concepts and recommends areas of future research to advance theory informed by practice

Comments

Published version. International Journal of Communication, vol. 10, No. 24 (August 2016): 4095-4118. Permalink. © University of Southern California 2016.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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Communication Commons

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