Two-way communication - uses communication to negotiate with publics, 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 asymmetric public relations...
Can also be called "scientific persuasion;"
Employs social science methods to develop more:[1]
Generally focuses on achieving short-term attitude change;
Incorporates lots of feedback from target audiences and publics;
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