Which approach to public relations focuses on dialogue and negotiation?

The approach to public relations that focuses on dialogue and negotiation is two-way symmetrical. This model emphasizes the importance of communication as a two-way process, where both the organization and its stakeholders have the opportunity to engage in a meaningful exchange of information. Unlike other models, which may prioritize one-way communication or persuasion, two-way symmetrical communication aims to build mutual understanding and respect between parties.

This approach is characterized by its focus on relationship building, where both the organization and its audience can influence each other. It emphasizes listening to feedback, understanding stakeholder concerns, and adapting communication strategies based on that feedback. This not only strengthens relationships but also enhances the credibility and reputation of the organization.

The other models do not cultivate this level of dialogue. For instance, the press agentry model focuses more on generating publicity and securing media attention, often with little consideration for audience feedback. The public information model mainly conveys information from the organization to the public without necessarily seeking input or fostering a dialogue. The two-way asymmetrical model, while it involves some interaction, primarily focuses on persuading the audience rather than achieving a balanced exchange of ideas. Thus, two-way symmetrical stands out as the model dedicated to fostering open dialogue and negotiation.