D

Defamation: Legal concept describing the communication of a statement that makes a false claim to the detriment of an individual or group.

Demographics: The study of the human population and its categorisation by eg age, gender, affluence, attitudes.

Dialogic communication: A two-way approach that seeks to build relationships with key groups or individuals.

Discourse analysis: General term for analysing written, spoken and visual language. Critical discourse analysis is an interdisciplinary approach to the study or texts that explores how domination is reproduced (eg gender stereotypes).

Domain authority: Term used in SEO to describe how much authority a website has (on a scale of 0 to 100 – the higher the better). A site’s domain authority (DA) can easily be calculated using a tools such as MozBar and Open Site Explorer.

Dominant coalition: Describes the senior management team within an organisation. Most argue for public relations to have a seat at the table; some argue that advice is best provided from a position of independence from the collective responsibility shared by the top team.

Dominant paradigm: Describes the main way of understanding a field. In public relations, it describes symmetry/excellence theories developed and described by James Grunig and colleagues.

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