Public relations as dialogic expertise?
Pieczka, M. (2011) Public relations as dialogic expertise?, Journal of Communication Management, vol. 15, , pp. 108-124,
The article 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.