Special Issue of the Journal of Public Relations Research – Digital Dialogic Public Relations



Deadline for manuscripts 1 December 2017


Guest Co-editors: Erich Sommerfeldt and Aimei Yang

Editor-in-Chief: Bey-Ling Sha  |  Senior Associate Editor: Hilary Fussell Sisco  |  Associate Editor: Sung-Un Yang

In contemporary public relations practice, the question is not “if” but “how” and “when” to best use digital communication platforms to engage in dialogue with publics. Nearly 20 years ago, Kent and Taylor (1998) introduced the notion of online dialogic relationship building by proposing five theory-based dialogic principles of website communication. The dialogic principles have since become a touchstone for public relations research, and they continue to be used by public relations and communication scholars in numerous studies of dialogue and digital media. However, much of this research has failed to adapt or expand the dialogic principles—which were created to examine websites—to newer and more interactive digital communication platforms. The constant emergence of new communication technology calls for continued theory building on digital dialogue and dialogic relationship building in public relations. To that end, a special issue of the Journal of Public Relations Research invites the submission of theoretical essays and theory-driven empirical manuscripts that challenge, elaborate, redefine, or re-examine the notion of digital dialogic public relations. Submissions should advance the theoretical conceptualization of digital dialogic communication and dialogic relationship building for the next generation of public relations scholars and practitioners. Approaches from varied theoretical traditions and methodologies are welcomed.

Manuscript and Technical Requirements

Important Dates

Questions? Contact Erich Sommerfeldt at