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“We are people, not transactions”: Trust as a precursor to dialogue with LGBTQ publics
Ist Teil von
Public relations review, 2020-03, Vol.46 (1), p.101759, Article 101759
Ort / Verlag
Silver Spring: Elsevier Inc
Erscheinungsjahr
2020
Link zum Volltext
Quelle
PAIS Index
Beschreibungen/Notizen
•Dialogue with diverse societies must consider how to develop trust and cultivate relationships through internal and external communications.•Dialogic communication grounded in trust may help build relationships with marginalized groups historically distrustful of organizations.•Trust is impacted by cultural competency, organizational congruency, authenticity, and stakeholder empowerment.•Diverse publics are not homogenous. PR efforts aimed at them should represent heterogenous strategies and tactics for building trust.
This research focuses on trust as a precursor to dialogic communication with diverse publics. Through a grounded theory approach, this research explicates the concept of trust in dialogue within organization-public relations to refine and advance research about enhancing dialogue and trust in diverse societies. Based on in-depth interviews with 33 LGBTQ communication professionals, findings suggest that trust is a precursor to dialogue and is impacted by cultural competency, organizational congruency, authenticity, and stakeholder empowerment.