Building dialogic relationships through the World Wide Web

This article provides a theory-based, strategic framework to facilitate relationship building with publics through the World Wide Web. Although many essays on the Web have appeared in professional and technical periodicals, most treatments of the Web have lacked theoretical frameworks. Strategic communication on the World Wide Web can benefit from a consideration of dialogic communication.(1) This article offers dialogic communication as a theoretical framework to guide relationship building between organizations and publics. Five strategies are provided for communication professionals use to create dialogic relationships with Internet publics.