Putting Engagement in Its PRoper Place

Dhanesh, G.S. (2017). Putting engagement in its PRoper place: State of the field, definition and model of engagement in public relations. Public Relations Review, 43(5), 925-933. https://doi.org/10.1016/j.pubrev.2017.04.001

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Engagement occurs when publics and organizations who share mutual interests in salient topics interact. Organizations can engage in a variety of ways, ranging from controlling behaviors to collaborative behaviors. Collaborative engagement is the preferred ethical mode of communication over controlling engagement. Publics can also engage in a variety of ways, ranging from passive behaviors to active behaviors.

This article provided valuable insights about engagement methods and tactics, which I can use to develop effective communications and social media strategies. For instance, social media users understand that engaging on social media is more beneficial to organizations than themselves, but they are willing to engage if the organization uses two-way communication and initiates conversations with them.

Learning Outcome 2: Demonstrate the ability to assess complex organizational environments and achieve communication goals.