Using dialogue to build organization-public relationships, engage publics, and positively affect organizational outcomes

The study and practice of public relations continues to explore the many benefits accrued when organizations adopt a relational approach to public relations management. One area that is relatively unexplored in the relationship management literature is the role of dialogue in organization-public relationships. Historically, scholars have focused dialogic research on either interaction - where an organization and a public exchange information - or a debate - where organizations and public engage in a process of statement counterstatement. The current investigation explores the notion of dialogue and examines the ways in which relationship attitudes and dialogue may positively affect key public member evaluations and behavioral intent. The results suggest that both relationship attitudes and dialogue positively affect respondent evaluations of and intended behaviors toward an organization. The implications of the findings are presented and suggestions for managing organization-public relationships are considered. (c) 2007 Elsevier Inc. All rights reserved.