Two-way communication - uses communication to negotiate with the public, resolve conflict, and promote mutual understanding and respect between the organization and its public(s).
Two-Way Communication in Public Relations
There are different types of two-way communication in public relations; symmetric and asymmetric.
Two-way asymmetr
- Employs social science methods to develop more:
- 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.
Two-way communication is a form of transmission in which both parties involved transmit information. Common forms of two-way communication are:
- Amateur, CB or FRS radio contacts.
- Chatrooms and Instant Messaging.
- Computer networks. See back-channel.
- In-person communication.
- Telephone conversations.
Two-way communication is in contrast to broadcasting.
Famous quotes containing the word two-way:
“Think of the childs question as the start of a two-way conversation rather than a question-and-answer session. Sometimes it may be necessary to learn what children think about the subject and what misconceptions they may have before providing an answer.”
—Ruth Formanek (20th century)