Organizational Listening for Strategic Communication

2Incorporating Competent Interpersonal Listening Practices in Social Media

Christopher C. Gearhart and Sarah K. Maben

DOI: 10.4324/9781003273851-4

Introduction

Public relations literature has long called for two-way communication and better dialogue between organizations and individuals, especially in the digital and social media landscape. Listening has rarely been the focus of such inquiries but has received attention in interpersonal communication research (e.g., Bodie, 2009; Worthington, 2005, 2008). In an analysis of current strategic communication evaluation models, Macnamara and Gregory (2018) found that one-way communication was still predominant with two-way communication and stakeholders secondary in organizational communication. ...