Public Relations Model

Model Name: Two-way symmetrical model

Type of Communication: Two-way communication

* Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s).

1. relies on honest and open two-way communication and mutual give-and-take rather than one-way persuasion

2. focuses on mutual respect and efforts to achieve mutual understanding

3. emphasizes negotiation and a willingness to adapt and make compromises;

4. requires organizations engaging in public relations to be willing to make significant adjustments in how they operate in order to accommodate their publics;

5. 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.

http://www.nku.edu/~turney/prclass/readings/3eras3x.html

These models, especially the two-way symmetrical model, have been debated components of the Excellence theory (which considers managerial, strategic, symmetrical, diverse and ethical values and tactics in decision making)[v].

Arguments for the Two-Way Symmetrical Model of Public Relations

•J. Grunig and L. Grunig (1996) claim that use of the two-way symmetrical model allows public relations practitioners to “play key roles in adjusting or adapting behaviours of [institutional] dominant coalitions, thus bringing publics and dominant coalitions closer together.”[vi] They argued that “this ‘win-win’ approach provides an ethical basis for public relations because it ‘provides a coherent framework for socially responsible practices.”[vii]

•The two-way symmetrical model “emphasizes communication exchange, reciprocity, and mutual understanding” thereby allowing an organization to adjust and adapt to each other until consensus is reached.[viii]

•The two-way symmetrical model attempts to ethically balance the interests of the organization and its publics and uses...