Digital Public Relations Through the Lens of Affordances: A Conceptual Expansion of the Dialogic Principles

Connecting the affordance framework in computer-mediated communication to public relations theories, this essay proposes an perspective on dialogic and digital general. We argue that 1) enactment of organization-public dialogue platforms requires certain combinations media affordances; 2) lens affordances facilitates a non-dichotomous examination “dialogic vs. media” debate; 3) fifth principle “ease interface” should be conceptually expanded “favorable affordances,” which asserts practice evaluate platforms’ various action possibilities consider their inherent potentials for relationship building; 4) research incorporate theory achieve cross-platform theorization.