Organizational listening: Addressing a major gap in public relations theory and practice

Abstract

An extensive body of literature theorizes public relations as two-way communication, dialogue, and relationships between organizations and their publics. While there are alternative views including public relations as advocacy, most theories emphasize dialogue, co-orientation, and relationships incorporating satisfaction, trust, and control mutuality-even to the extent of symmetry. Critical perspectives propose a 'sociocultural turn' that further emphasizes stakeholders' and societal interests. This analysis draws on a three-country study that reveals a major theory-practice gap and proposes a significant expansion of public relations theory in relation to listening to realize normative notions of public relations and give effect to claims of dialogue and engagement.

Examining the Effects of Internal Communication and Emotional Culture on Employees’ Organizational Identification

“…The value of the symmetrical internal communication mainly resides in organizational listening and feedback, which, if implemented properly, can narrow power distance between management and employees and elicit a positive emotional culture, as shown in this study. Scholars have identified organizational listening and feedback as key components of effective public relations (Broom & Sha, 2013; Macnamara, 2016, 2018). Though some may argue that leaders entail listening as part of their ML practice, organizational listening emphasizes systematic organizational-level efforts, such as building resources, technologies, skills, policies, as well as conducting research and consultation, to be more symmetrical, open, and interactive (Macnamara, 2016, 2018).…”

Changing the Story: Implications of Narrative on Teacher Identity

“…Therefore, another prong in the public relations approach to improving the narratives and reputation of teaching includes opening channels of communication to create a supportive culture where teachers can flourish. This finding is supported by public relations scholarship that identifies listening as fundamental for ethical public communication (Macnamara, 2016) and research indicating listening is a predictor of increased employee retention and productivity (Benner & Tushman, 2003).…”

The role of government’s ‘Owned Media’ in fostering cultural inclusion: a case study of the NSW Department of Education’s online and social media during COVID-19

“…When conceptualising school administrators' mediated representations of identity and considering how they might be able to incorporate a transactional approach to communicative exchange, the concepts of the politics of listening and voice (Bickford, 1996;Couldry, 2006Couldry, , 2010Dreher, 2009Dreher, , 2017Lacey, 2013) can be used. In media studies, listening has been conceptualised as a fundamental component of the expression of voice within society, and a number of scholars have investigated voice and listening in relation to marginalised groups in traditional and new media contexts, including institutions' own media platforms (Dreher, 2009;Edwards, 2018;Flew and Panjaitan, 2019;Macnamara, 2013Macnamara, , 2016Muscat, 2019;Sun, 2012). Scholars have also highlighted the potential for digital and social media to create spaces for engagement and provide a more democratic way for citizens to share experiences (see, e.g.…”