removed content i removed the following content which seems to be not particularly well sourced and a bit off topic seems more related to a public relations type page but i can't find exactly where it'd fit best if anywhere at all two way communication in public relations two way communication can be contrasted with broadcasting a one way form of communication citation needed date october 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 there are different types of two way communication in public relations symmetric and asymmetric '''two way asymmetric''' employs social science methods to develop more '''persuasive communication''' 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 source managing public relations by james e grunig and todd hunt see also interactive pr cheers