Public relations as dialogic expertise?

Purpose – The purpose of this paper is to offer critical reflection on the role played by the concept of dialogue in public relations theory, pedagogy, and practice. Design/methodology/approach – This paper is theoretical and therefore focused on the elucidation of the history, meaning, and application of “dialogue” in public relations in comparison with two other academic disciplines and professional fields: political science and organizational communication. Findings – The paper argues that, despite the key normative position occupied by the concept of dialogue in much mainstream public relations scholarship, public relations as an academic discipline has not engaged extensively with the theory of dialogue. While other academic and expert practitioner fields have developed much theoretical reflection, a range of dialogical tools, and created spaces in which the expertise is applied, public relations' normative interest in dialogue seems not to have translated into developing expert dialogic tools or spaces in which public relations experts routinely use such tools. Originality/value – The paper introduces literature and debates about dialogue largely ignored in the mainstream public relations scholarship and aims to stimulate fresh discussion about the nature of public relations knowledge and practice.