What does "two-way symmetrical communication" refer to?

"Two-way symmetrical communication" refers to a model of communication in which the flow of information is not just one way but rather involves a dynamic exchange between the organization and its audience. It emphasizes active dialogue where both parties can give feedback and work towards mutual understanding. This approach is foundational in public relations as it fosters relationships based on trust and responsiveness, recognizing the importance of listening to stakeholders and adjusting messaging or strategies based on their input.

In the context of public relations, this model promotes collaboration and engagement, facilitating a deeper connection between the organization and the public. By prioritizing understanding on both sides, organizations can address concerns, clarify messages, and ultimately enhance their reputations through genuine interaction and adaptation based on feedback.