This document discusses the principles of dialogic theory and its application to media relations. Key aspects of dialogic theory include mutuality, collaboration, mutual equality, propinquity, empathy, risk, and commitment. Public relations must shift from "managing communication" to using communication to build long-term relationships by understanding media needs, being responsive, and being willing to change course based on input from publics including the media.

1. Dialogic Theory andDialogic Theory and
Media RelationsMedia Relations
Roberts/Kent & TaylorRoberts/Kent & Taylor

2. Dialogic TheoryDialogic Theory
 Main contextual pointMain contextual point
• Public relations is transforming from• Public relations is transforming from ““managingmanaging
communicationcommunication”” to using communication as a toolto using communication as a tool
for negotiating relationships (p. 23)for negotiating relationships (p. 23)
Online, social, and digital media have dramaticallyOnline, social, and digital media have dramatically
altered how we reach publics. We must adjust ouraltered how we reach publics. We must adjust our
needs to meet their needs and expectations.needs to meet their needs and expectations.

3. Important featuresImportant features
 MutualityMutuality
• Organizations and publics (e.g. the media) are• Organizations and publics (e.g. the media) are
““inextricably tied togetherinextricably tied together””(p. 25).(p. 25).
Creating mutually beneficial relationships is essentialCreating mutually beneficial relationships is essential
for the long-term success of the organization.for the long-term success of the organization.
• Organizations need the media, and they need us.• Organizations need the media, and they need us.

4. 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 it?What does the media need and why do they need 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 infoBoth need to satisfy audiences’ need for info

5. 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 themselves; notWe treat people as an end unto themselves; not
as a means to an endas a means to an end
• We build meaningful, long-term relationships with• We build meaningful, long-term relationships with
the media; we don’t just contact them when we needthe media; we don’t just contact them when we need
coveragecoverage

6. Important FeaturesImportant Features
 PropinquityPropinquity
Open dialogue is encouraged, the dialogue is timelyOpen dialogue is encouraged, the dialogue is timely
and it is focused on long-term relationship buildingand it is focused on long-term relationship building
• We are responsive to media requests, meet• We are responsive to media requests, meet
deadlines, and tell the truth as we know itdeadlines, and tell the truth as we know it

7. Important FeaturesImportant Features
 EmpathyEmpathy
We “walk in the shoes” of our publics to betterWe “walk in the shoes” of our publics to better
understand their motivationsunderstand their motivations
Boundary spanning is important in public relationsBoundary spanning is important in public relations
and media relationsand media relations
• We work to understand the pressures on the media• We work to understand the pressures on the media
so we can better meet their needs.so we can better meet their needs.

8. Important FeaturesImportant Features
 RiskRisk
Organizations leave themselves vulnerable toOrganizations leave themselves vulnerable to
criticism when they fully engage in open dialoguecriticism when they fully engage in open dialogue
That risk must be taken to reap the rewards ofThat risk must be taken to reap the rewards of
building a reputation as an honest, transparentbuilding a reputation as an honest, transparent
organizationorganization
• All you can expect from the media is fair and• All you can expect from the media is fair and
accurate coverageaccurate coverage

9. Important FeaturesImportant Features
 Commitment (Willingness)Commitment (Willingness)
Organizations must be willing to actively listen toOrganizations must be willing to actively listen to
publics at all times and even change course to meetpublics at all times and even change course to meet
their needstheir needs
• Communicate with the media in good times and• Communicate with the media in good times and
bad times (crisis communication)bad times (crisis communication)

10. Important FeaturesImportant Features
 Commitment (Willingness)Commitment (Willingness)
Organizations must be willing to actively listen toOrganizations must be willing to actively listen to
publics at all times and even change course to meetpublics at all times and even change course to meet
their needstheir needs
• Communicate with the media in good times and• Communicate with the media in good times and
bad times (crisis communication)bad times (crisis communication)