Dialogue in Public Relations Roles. A Q Study Among Young Professionals.

Publication Type

Journal contribution (peer reviewed)

Authors

Stehle, Helena / Huck-Sandhu, Simone

Year of publication

2016

Published in

International Journal of Communication

Band/Volume

10/

ISBN / ISSN / eISSN

1932-8036

Page (from - to)

4119-4140

Keywords

Kommunikation, QUALITATIVE METHODS

This article addresses the need to analyze dialogue and its aspects in functionalist public relations (PR) role research. In addition to exploring PR roles with regard to the relevance of dialogue, it analyzes how dialogue may be linked to individual or organizational contexts. This study builds on the literature on dialogue in PR and role research. It presents a Q study that used a sample of 22 young PR professionals in Germany. This study identified four roles differing with regard to dialogic aspects. Findings suggest that dialogic practice may be linked to contextual variables, such as one’s personal life. This study contributes to the exploration of PR roles and illustrates a method that has great potential for PR research.