Dialogic Engagement: Clarifying Foundational Concepts

TLDR

Engagement is a foundational concept in relational and organization–public communication research, yet its meaning is unclear and inconsistently used in the public relations literature. The article aims to clarify engagement by framing it within dialogue theory. Engagement is defined as a dialogue‑oriented orientation that shapes interactions and enables organizations and publics to make decisions that build social capital.

Abstract

Abstract The principle of engagement underlies much of the relational and organization–public communication research. Unfortunately, the principle of engagement suffers from a lack of clarity in the public relations literature. Use of the term engagement varies widely. This article clarifies the principle of engagement by positioning it within dialogue theory. We posit a conceptualization of engagement as: Engagement is part of dialogue and through engagement, organizations and publics can make decisions that create social capital. Engagement is both an orientation that influences interactions and the approach that guides the process of interactions among groups.