Blogger Engagement Ethics: Dialogic Civility in a Digital Era

The role of social media as a vital component in an effective public relations plan has expanded strategic communication into digital space. Despite the rapid advancements of public relations opportunities within social media such as the blogosphere, guidelines for a prudent entry into this often personalized online territory are difficult to locate. This article extends beyond individual relationships characteristic of public relations practitioner-blogger discourse and promotes a dialogic approach to blogger outreach ethics. It ends with several recommendations for public relations practitioners seeking to facilitate dialogic civility within their own blogger engagement efforts.