Conversation Analysis for PR: an exploration of possible methodological applications

Creating conversations with stakeholders and listening to stakeholder conversations have been central components of stakeholder management in today rather vocal societies. Markets are increasingly based on conversation exchanges between customers who do not shy away to express their opinions on- and off-line on organizations, brands and product. This study explores possible methodological applications of conversation analysis for public relations field. Such exploration is approached through a critical analysis of major conversation analysis studies, accompanied with examples of conversation analysis applications in some public relations areas. It is argued that conversation analysis can offer public relations a valuable methodological instrument to provide a systematic understanding of how communication among people shapes actions and help to solve a range of organizational problems.