Why dialogic principles don't make it in practice - and what we can do about it

This article considers the occurrence of Kent and Taylor’s dialogic principles in contemporary public relations practice. The research concludes that the work of public relations practitioners takes place within situational constraints that make it difficult—if not impossible—to undertake communication that demonstrates Kent and Taylor’s dialogic principles. Although this conclusion is not itself new, this article also identifies what these constraints are and proposes them as the foundations of a newly expanded theoretical conceptualization of two-way communication in which dialogue is distinguished as the normative ideal for pragmatic practice. In addition, the article suggests ways in which public relations educators and practitioners might be able to overcome the constraints that limit the conduct of dialogue in practice.