Organization–Public Dialogic Communication Scale

Abstract

Dialogic theory provides a conceptual framework to understand human communication as relational attitudes between individuals. Dialog is an increasingly ubiquitous concept in public relations scholarship and practice. Dialogic communication quickly became one of the most widely used frameworks for studying relationship management, particularly in digital communication environments. Research on dialogic communication as it applies to public relations showed common recognition of mutuality and openness as key factors in organization-public dialogic communication. Openness orientation has three attributes: accessibility, genuineness and transparency. The attribute of accessibility is based on J. Habermas’s theory of communicative action and refers to the need for equal access to information and communication channels. Transparency is a commitment to make information clear and disclose all relevant information. Overall measurement validity was determined using multiple data-model fit indexes. The researchers examined measurement reliability and construct validity using average variance extracted.