When controversial businesses meet dialogic communication: Insights from public relations practitioners in the oil and gas industry

Abstract

This study investigated how public relations practitioners understand and practice dialogic communication in the controversial oil and gas industry. Guided by theoretical works of dialogic theory of public relations, the dialogic ladder, and negative spaces of dialogue, in-depth interviews were conducted with 21 practitioners who held public relations/communication positions serving the oil and gas industry in Canada. The findings suggest some points of alignment between practitioners’ understanding of dialogic public relations and the related theoretical orientation. Practitioners reported predominantly using an interpersonal approach for shallow dialogue followed by mediated and procedural approaches with different stakeholders in practice. Interviewees also shared the unique challenges they face in practicing dialogic communication due to the controversies surrounding the industry. Theoretical and practical implications are discussed.