Transactional Philosophy as a Basis for Dialogue in Public Relations
Abstract
This article explores how a transactional approach to communication contributes to theory building and professional practice in public relations. Developing on foundational studies of dialogue, 2-way symmetrical communication, and community building as models for public relations, the study elaborates the transactional notion of situated creativity as a reference point for eliciting supportive action from constituents. The origins of transactional philosophy in American pragmatism are connected to contemporary research on the reflective practitioner, contributing to efforts by public relations scholars to apply the pragmatist legacy to this field. The article concludes that the transactional approach significantly refines the dialogic model of public relations theory and management practice.