Two-Way Communication in Public Relations

here are different types of two-way communication in public relations; symmetric and asymmetric.

Two-way asymmetric public relations...
• can also be called "scientific persuasion;"
• employs social science methods to develop more ^[1];
• generally focuses on achieving short-term attitude change;
• incorporates lots of feedback from target audiences and publics;
• is used by an organization primarily interested in having its publics come around to its way of thinking rather changing the organization, its policies, or its views.

Two-way symmetric public relations...
• relies on honest and open two-way communication and mutual give-and-take rather than one-way persuasion;
• focuses on mutual respect and efforts to achieve mutual understanding;
• emphasizes negotiation and a willingness to adapt and make compromises;
• requires organizations engaging in public relations to be willing to make significant adjustments in how they operate in order to accommodate their publics;
• seems to be used more by non-profit organizations, government agencies, and heavily regulated businesses such as public utilities than by competitive, profit-driven companies.

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http://en.wikipedia.org/wiki/Two-way_communication