Reimagining dialogue in public relations: Bakhtin and open dialogue in the public sphere

Over the past several decades, public relations scholarship has added significant richness to its understanding of dialogue. Such research has followed a theoretical trajectory centered on the “I and Thou” philosophy of Martin Buber. Drawing from Mikhail Bakhtin's Dialogic Imagination, this essay puts public relations dialogic scholarship into conversation with the concept of dialogue in a broader societal context. Bakhtin's work provides additional understanding of public relations' roles in dialogue, particularly in regards to facilitating public conversations. Bakhtin's emphasis on contextual and individually generated meanings illuminates the nature and structure of public conversations and the potential for public relations practitioners to play a more active and positive role in the enactment of open dialogue.