What does the term "two-way symmetrical communication" describe in public relations?

The term "two-way symmetrical communication" in public relations emphasizes a model that facilitates an ongoing dialogue between an organization and its publics. This approach is characterized by mutual understanding and respect, allowing both parties to exchange information and feedback. Rather than being purely one-sided, as in one-way communication models where the organization simply disseminates its messages without input from the audience, two-way symmetrical communication encourages interaction. This engagement leads to adaptations and responses based on the feedback received, making it an effective and ethical practice in public relations aimed at building relationships and fostering trust. This model recognizes that the organization and its audience are both active participants in the communication process, leading to more informed decision-making and relationship-building.