identify the features of two way communication
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.
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.
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