Online dialogue? Engaging stakeholders on a public health issue through collaborative storybuilding on the internet

TL;DRAbstract

The sophistication of new communication technologies continues to grow, and allied industries such as marketing, advertising and journalism are trying to keep pace. But what about public relations? How should the field evolve to take advantage of the unprecedented access to communities on the Internet, which in the past would have been too remote, expensive or marginalised to communicate with? Social media challenges the way public relations is conceptualised, approached and practised. However, while there is much discussion about the increase in interactivity, and mutual exchange between organisations and stakeholders, there is little hard evidence to support the 'view that communication via online channels is increasingly dialogic or collaborative (Pieczka, 20 II).
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\n With a persistent emphasis on the normative approach to public relations, that of the organisation working to establish mutually beneficial relationships with publics (Grunig and Dozier, 1992; Grunig, Grunig

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