Bring publics back into networked public relations research: A dual-projection approach for network ecology

This essay critiques the absence of publics in networked public relations research, and proposes the dual-projection approach as a solution to simplify and analyze the multi-mode public relations network ecology (Yang & Taylor, 2015). Compared to most previous studies that employ organization-centric networks where ties stand for hyperlinks, collaborations, or coalitions, the new approach projects organization-public relationships and public-public relationships onto interorganizational ties. By doing so, it (1) brings publics back into networked public relations research; (2) presents organizations and publics—the two most important subjects of public relations research—equally in the same network, (3) drives literature further away from a dyadic view of relationship management, and (4) constitutes one of the first techniques that can analyze direct and timely consequences of organziation-public relationships in the network ecology. To demonstrate the new approach, the network of publics overlap is introduced and applied to US-based LGBTQ advocacy groups. The essay also discusses the theoretical inquiries needed to further dual-projection networks, and invites scholars to create novel ways to incorporate publics into their network studies using dual projection.