I think what you and others fail to notice if you happen to call the two way symmetrical model “utopian” is that it is in the self attention of companies to use the model and that it isn’t in their self interest to follow an asymmetrical model. In recent writings in regards to the symmetrical model, I have used Christopher Spicer’s term “collaborative advocacy” to describe this model. That is, that you can best advocate for the association that pays your salary or fees by advising it when it is in its best interest to collaborate with a public. It is not in the organization’s self attention to push ahead with plans that will lead to public opposition and finally the charges of irresponsible or unethical choices: litigation, regulation, law, fines, terrible publicity, and the like. I think which you could think of a large number of examples of selections and asymmetrical communication help for them which have had such costly consequences for companies.
I’ve been writing on my blog about how a stronger schooling PR application can be coordinating the decentralized PR actions that occur on a school campus. Educating group managers in regards to the potential role of social media in PR and tracking their use of it is going to take PR beyond just posting press releases, and would recognize the fact that neighborhood managers around the campus have PR roles for the college. It would definitely have the potential to put into follow the 2 way symmetrical model. So much of what I’ve done in the past in higher education management has been to barter the needs and expectancies of alumni, school, community leaders, etc. with the institution.
PR programs should try this and be more than just media members of the family, as some programs are still named. I found the 4 models of public relations apply concocted by Grunig and Hunt a really appealing idea that gave me a basic knowing of the alternative approaches to working within public members of the family. I understand that although the 2 way symmetrical is a utopian strategy to public members of the family that here is rare amongst the industry and that the 4 models aren’t separate however they work in tandem and each aspect of the model may play a role in differing situations. A strong argument may reveal that stereotypically public members of the family practitioners have moved from liars and con artists to retailers of negotiation and mutual knowing despite the fact that I admit that here’s a mere generalisation sledzik, 2008. Organizations today essentially needless to say their lifestyles today depends upon the belief of their a number of public in opposition t them. Being in a position to build crediblity, trust and mutual knowing with it publics is the only way to remain in business.
the 2way asymmetry model helps ensure a steady two way communique effect. Relationship management which contains comments from publics, helps businesses take note the needs and desires of its publics, as a result of alternative public have varied needs and perceptions. ultimately the the 2 way asymmetry model while boosting reputation, augment loyalty and sales, as a result of people can be comfortable doing company with a corporation they can trust. While the other models might seem to operating in the quick term, only the 2 way guarantees a win win situation for each person in the long term.