Organizational listening: Addressing a major gap in public relations theory and practice
● Most public relations lit. theorize public relations as dialgue, two way comm, relation
between organization and publics, co-creation, relationship with trust, satisfaction,
control- the extent of symmetry = sociocultural turn emphasize stakeholder’s and
societal interests (thus paper propose expansio of PR theory, in relation to
listening to realize normative notions of PR and give effect to claims of dialgue
and engagement
● Analyze 3 country study (2 years) examining organizational listening among
government, corporate, NGO, nonprofit org. = how well org listen through range of
practices- specially practices of strategic communication, communication management,
corporate com, (largely synonymous to PR)
Key concepts and principles
● 5 core concepts and principles of PR practice
1) Two-way communication: between organizations and their publics expressed in a two-
way symmetrical model of PR, central to excellence theory. Here the mixed motive
model has been incorporated
2) Relationships: maintaining relationships focus of PR. here is a concept of control
mutuality= acceptance by parties in a relationship that each should be able to
● Most public relations lit. theorize public relations as dialgue, two way comm, relation
between organization and publics, co-creation, relationship with trust, satisfaction,
control- the extent of symmetry = sociocultural turn emphasize stakeholder’s and
societal interests (thus paper propose expansio of PR theory, in relation to
listening to realize normative notions of PR and give effect to claims of dialgue
and engagement
● Analyze 3 country study (2 years) examining organizational listening among
government, corporate, NGO, nonprofit org. = how well org listen through range of
practices- specially practices of strategic communication, communication management,
corporate com, (largely synonymous to PR)
Key concepts and principles
● 5 core concepts and principles of PR practice
1) Two-way communication: between organizations and their publics expressed in a two-
way symmetrical model of PR, central to excellence theory. Here the mixed motive
model has been incorporated
2) Relationships: maintaining relationships focus of PR. here is a concept of control
mutuality= acceptance by parties in a relationship that each should be able to
