Public relations today has evolved from a “monologic process” to a into a “dialogic process”
What this means is that as a public relations professional, neither are you the only source of information, nor are you the only source of opinion. Both information and opinion are formed independently, based on multifarious inputs.
Your duty is to be available, whether the media request is pro-active or reactive. Prolonged association can convert this spokesperson into an extra-organizational ethicist, who puts in perspective the activities of the organization, in the context of the society that we live in;
Dialogic process implies a willingness to “continue the conversation”— whether the subject being discussed is risky or not. The idea is not to sway the other with the strength of one’s erudition, but as a means of understanding the journalists position and reaching a consensus position.