Case Study: Salesforce cut hundreds of employees
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Journal of Mass Media Ethics
Exploring Questions of Media Morality

ISSN: 0890-0523 (Print) 1532-7728 (Online) Journal homepage: https://www.tandfonline.com/loi/hmme20

Blogger Engagement Ethics: Dialogic Civility in a
Digital Era

Jeremy Langett

To cite this article: Jeremy Langett (2013) Blogger Engagement Ethics: Dialogic Civility in a Digital
Era, Journal of Mass Media Ethics, 28:2, 79-90, DOI: 10.1080/08900523.2013.751817

To link to this article: https://doi.org/10.1080/08900523.2013.751817

Published online: 14 Jun 2013.

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Journal of Mass Media Ethics, 28:79–90, 2013

Copyright © Taylor & Francis Group, LLC

ISSN: 0890-0523 print/1532-7728 online

DOI: 10.1080/08900523.2013.751817

Blogger Engagement Ethics:
Dialogic Civility in a Digital Era

Jeremy Langett

Communication Studies

Lynchburg College

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 re-

lationships 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.

The role of social media as a vital component in an effective public relations plan has expanded

strategic communication into digital space. Contemporary research indicates a growing confi-

dence in consumer-generated media (CGM) as a viable means to complement traditional media

channels in public relations efforts (Smith, 2011; Wright & Hinson, 2008). Additionally, agency

and corporate professionals have espoused the benefits of online public relations strategies

(Barone, 2010; Balwani




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