What is the primary focus of the Two-Way Symmetrical model?

The Two-Way Symmetrical model, developed by James E. Grunig, places a strong emphasis on mutual understanding and relationship-building between an organization and its publics. This model seeks to foster dialogue, engagement, and a cooperative approach to communication, rather than merely focusing on delivering messages or persuading audiences.

In this model, communication flows in both directions—meaning that the organization not only transmits information but also listens to and considers feedback from its audiences. This reciprocal relationship helps to ensure that the needs and concerns of both the organization and its stakeholders are recognized and addressed, leading to a more cohesive and effective communication strategy.

By prioritizing mutual understanding, the Two-Way Symmetrical model promotes long-term relationships and can enhance trust and credibility between an organization and its publics, which is essential in public relations practice.