Coombs, W. and Holladay, S. (2012) Fringe public relations: How activism moves critical pr toward the mainstream. Despite of that, Grunig (2006) believes symmetry concept is ethical approach because it has not only served organization but also served the public. 0000003541 00000 n In: J LEtang, M, Pieczka, L. Erlbaum, and N. J. Mahwah (eds). 880-887. Two way symmetrical model of PR: BPI sought to rectify a mutual understanding with news media outlets and its consumers on the safety of LFTB through research and support from industry representatives and embraced a two-way symmetrical model of They must let public have different point of view, embrace it, and respond to it by promote new thinking and new solutions to problems, thus contributing to real changes in society (p. 111). Journal of Communication Management, 7 (1), pp. However, Grunig et al. The term symmetrical is used because the model attempts to create a mutually beneficial situation. 0000002551 00000 n Reflective Essay: Why study celebrity culture? To sum up, Grunigs two-way symmetry concept is not applicable in public relations research or even in real situation. OjCK# ,Na&N!NKE"W:K9:@d6`P3`j````aH20l@ QfipW@)%dNy2`L!|nO@` 4/ It can not become symmetrical because there is power imbalance (Curtin and Gaither, 2005; Gower, 2006; Brown, 2010). Grunigs two-way symmetrical model of Exploring Public Relations. pp. They are inside dominant coalition just as empowerment or the expansion of power throughout the organization and to its external stakeholder (Grunig, 2006, p. 164). Public Relations Inquiry, 1 (3), pp. Moreover, because symmetry concept have imbalance of power, then it can lead to manipulation and control (Holtzhausen, 2000). Finally, Yun (2005) found similar principles in the literature of public diplomacy and extracted the same Excellence factor from research on the public diplomacy efforts of 113 of the 169 embassies in Washington, D.C., that we extracted in the Excellence study and in our research in Slovenia (pp. Brown, R. (2010) Symmetry and Its Critics: Antecedents, Prospects, and Implications for Symmetry in a Postsymmetry Era. 0000000016 00000 n Special attention is also paid to the feedback from both sides (Models of public relations, 2017). The study helps us bring out the different PR practices that the NGOs practice in the current setting. Grunig (1992) describes the two-way symmetric model as being a method of PR that not only uses public information, but also implements changes that create a situation where both the organisation and the customers are able to benefit from the (2003) has given proof that symmetry concept is not fit in New South Africa. Besides, public relations practitioners is member of dominant coalition, so their loyalty should be to their boss. To be ideal, public relations practitioners need to serve more to their public side, rather than serve their organization or company interest (Grunig et al., 2002). Two-way symmetry as part of excellence theory is funded by The IABC Foundation and they gave three research question: Pieczka (2006) argue that Grunig do deductive process (p. 355) and put answer before questions by limiting the literatures to support this concept. Starbucks is often upheld as an example of an organisation that engages with its publics in a two-way relationship. Public Relations Inquiry, 1 (1), pp. 34-42. In: Heath (ed.) Within the theoretical framework of the mixed-motive model of public relations, this case study of President Obama's speech in Prague, calling for a world without nuclear weapons, analyzes the dynamics of rhetoric of public diplomacy in the mixed-motive situation. There are several point of criticism to two-way symmetry concept. Here comes the White Knight: Angelina Jolie. Handbook of Public Relations. They can use asymmetrical approach to organization for triggering two-way symmetrical communication when their interest is not being heard (Coombs and Holladay, 2012; Ciszek, 2015). (2002) assert that two-way symmetrical public relations attempts to balance the interests of the organization and its public, is based on research (p. 15). Due to that circumstances, in 2002, Grunig accepting the critique and does not position activist as disturber again, but activist becomes one of many factors that make public relations expertise valuable (Grunig et al., 2002, p. 17). By studying the use of two-way dialogue in the practice of corporate communications with environmental activist organizations, these case studies will help to test the real world validity of theoretical propositions about symmetrical communication (L. Grunig 1992). Fawkes, J. It involves mutual interaction than one sided activity. Abstract. So, there are no place for public in two-way symmetry concept. Prism, 6 (2). However, Roper (2005) takes issue with the contention that two-way symmetry concept is considered unethical practice. %%EOF Journal of Public Relations Research, 12 (1), pp. Moreover, this concept also have problem with ethics (Roper, 2005). So, it can be considered as bargaining process. Grunig (2001) studies and Grunig and White (1992) studies as cited by Roper (2005) mention that two-way symmetrical concept bring more benefit to organization side. Laskin (2009) argues although the process of doing the dialogue looks like symmetrical, but the result often bring more advantage to organizations. Moreover, Leitch and Neilson (2001) give critiques by saying: It is simply absurd to suggest that an interaction between, for example, a transnational corporation and a public consisting of unskilled workers in a developing country can be symmetrical just because the interaction is symmetrical in form. Therefore, two-way symmetry concept fails to explains activist public relations (Coombs and Holladay, 2012; Ciszek, 2015). Moreover, Roper (2005) claims that two-way symmetry concept is not to serve both sides interest, but to maintain organization hegemony. Although two-way symmetric using dialogue in its process, it does not approve persuasion inside the dialogue. Two-way symmetric helps organization to meet their objectives or at least save their money (Grunig et al., 2002; Grunig, 2006; Davidson, 2016). Public in here means strategic constituencies (Grunig et al., 2002, p. 10) or people who can interfere with organization interest (Davidson, 2016). The two-way asymmetrical model highlights the conflict of Macnamara (2012) shows that two-way symmetrical concept is the number one discussion of public relations theories for the last decade. Journal of Public Relations Research, 15 (4), pp. Facing critiques along the path, this concept evolved into several continuous dimensions that quickly substituted with separated non-continuous scales (Laskin, 2009, p. 50). (2002) admit that organizations need to lose some money as an exchange to gain trust in order build long term relationship. 367-402. Acta Gower, K. (2006) Public Relations Research at the Crossroad. Then, they often include them, in what they called dialogue. However, LEtang (2008) as cited by Brown (2010) explains that this world is dominated by people or side who have power and they use their power to achieve their objectives. Though published 25 years ago (by US academics James Grunig and Todd Hunt) this model stands up remarkably well in an internet and social media age that prizes conversations and transparency. xb```b``~ ,` {+mWA,Y %PDF-1.4 % (2006) Furnishing the Edifice: Ongoing Research on Public Relations as a Strategic Management Function. Two way symmetrical public relations requires willingness to make changes and negotiation. If they are happy, then it is just small chance for them to interfere with organization interest. Kohlberg would agree. 0000000845 00000 n They argue that different nations will develop their own model of public relations according to cultures and socities in which it applies (Holtzhausen et al., 2003; Edwards, 2011). In other words, this concept lack of depth and breadth (Brown, 2006). Davidson (2016) also asserts that those three research questions are oriented for organizations only. Public Relations Review, 38, pp. 7-30. Holtzhausen (2000) proposes that public relations practitioners see dissensus or disagreement as new symmetry. The two-way symmetrical model of public relations as described in Grunigs Excellence Theory is focused primarily in making sure that decisions made by an organization are mutually beneficial between itself and its audiences. endstream endobj 174 0 obj <>/Size 163/Type/XRef>>stream It communication. Lastly, two-way symmetry concept also can be criticized through game theory. deforestation. In addition, Davidson (2016) identifies that two-way concept is similar to early detection system, because organization knows their limit to get ultimate authority and public here is seen as negative cost. 0000001023 00000 n Dover (1995) as cited by Laskin (2009) states that this concept does not have a place in real public relations (p. 45). Therefore, in this concept, public relations practitioners deal ethically with conflicts or potential conflicts by building and strengthen long term relationship between organization and public. 163 13 HW]}r1V$b@>mMl\LhEKRA$h{=w7O?~={x7]R;lN]YO,^$)]gH:Z{~'Uv3?#YQJBGhlZY@7Yms6OQ=ov+S8j^ u]JH!T. Brown (2010) explains that Grunigs two-way symmetric rejected persuasion as ethically and effectively inferior to what could and should achieved through the properly balanced management of systems (pp. 127-138. Like the press agentry model, the two-way asymmetrical model adheres to teleological ethical reasoning. How does public relations make an organization more effective and how much is that contribution worth economically? Nevertheless, that amount of money is considered small and Shells keeps on doing its routine (Roper, 2005). Being paid by the boss, public relations often bias in their motives. However, Grunig (2006) keeps his defensive stance and argues that all scholars, who see symmetry is not universal, appear to be over ambitious in its claims. He explains that there is no single, dominant, or universal assumption as mention in two-way symmetry concept, because world is full of highly complex, interpersonal, political, economic, and symbolic interactions that constitute public relations (p. 285). We conducted highlevel elite interviews with the state's top emergency managers about their social media policies, practices, and use in both media relations and citizen communication. He believed most adults would never reach a societal focused ethical maturity displayed in this model. endstream endobj 164 0 obj <>/Metadata 34 0 R/PieceInfo<>>>/Pages 31 0 R/PageLayout/OneColumn/StructTreeRoot 36 0 R/Type/Catalog/LastModified(D:20090727152433)/PageLabels 29 0 R>> endobj 165 0 obj <>/ProcSet[/PDF/Text]/ExtGState<>>>/Type/Page>> endobj 166 0 obj <> endobj 167 0 obj <> endobj 168 0 obj <> endobj 169 0 obj <> endobj 170 0 obj <> endobj 171 0 obj <> endobj 172 0 obj <> endobj 173 0 obj <>stream In order to distinguish public relations only as a propagandist, two-way symmetrical communication emerges as part of academic subject in public relations fields. In this circumstances, when public turns into activist group, they are considered as pressure group. Case study: Starbucks. The findings determine the strategies to be adopted. Yet, this level of ethical development is important to the ethical practice of public relations. According to her, it is impossible for public relations to serve interest from both sides. She adds that if the sources are too restricted, or used without due consideration being given to their broader context, all the subsequent research steps might be affected (Pieczka, 2006, p. 355). startxref Two-way Symmetrical James Grunig and Hunt introduced four models of public relations in 1984, consist of press agentry or publicity, public information, two-way asymmetric, and two-way symmetric (Grunig et al., 2002; Grunig, 2006; Brown, 2010; Davidson, 2016). 0000001991 00000 n <<63D9AA078E4A9C4CB5C1293FF6995D45>]>> Leitch, S. and Neilson, D. (2001) Bringing public into public relations: new theoretical frameworks for practice. It is even more absurd to suggest the reverse that the interaction between this worker public and the corporation can be symmetrical if the workers adopt the correct attitude and are willing to compromise. Macnamara, J. Your email address will not be published. From the elaboration above, it can be assumed that two-way symmetric concept is following the functional paradigm because it is more related to organizational context, organizational interest and reputation, and organization standpoint (Edwards, 2012). The concept of two-way symmetrical communication is meant to keep good relationship between organization and their publics, by serving both sides interest through research and dialogue (Grunig et al., 2002: Grunig, 2009). Symmetry could not exist, because there is power imbalance between organization and public (Brown, 2010). 266287. In this concept, public relations have the same position as management. For instance, World Trade Organization, the IMF, and the World Bank involve NGO in their discussion to reduce protest from them. However, they often combine elements of the two-way symmetrical and asymmetrical models in a mixed-motive model. New Jersey: Lawrence Erlbaum Associates. Its an attempt to engage consumers in a two-way symmetrical relationship, dressed-up as a cute gimmick. A symmetrical system of internal communication. Therefore, organization with more power here tends to manipulation and control the public according to their interest. Laskin, A. Every student of public relations learns about the 'two-way symmetrical model', considered to be the only excellent approach to public discourse by organisations. In addition, she argues that consensus is impossible because the different is barrier to efforts aimed at resolving differences and explaining events (p. 107). Murphy, P. (1991) The limits of symmetry: A game theory approach to symmetric and asymmetric public relations. Grunig, J. 4-5). 0000002962 00000 n Thousand Oaks: Sage, pp. In 1992, Grunig also try to defense symmetry concept from critiques by arguing that public will have the same position and same power when they organize themselves into activist group (Coombs and Holladay, 2012; Ciszek, 2015). Fawkes (2006) states that public relations get the label for propaganda activities after the Second World War. 447-455. The theory has focus on mutual understanding and respect to achieve the set objectives of creating positive media hype. Symmetry refers to communication effects on the sender and receiver. It is considered as shallow because what happen in real just an act of bargaining to minimalize strategic constituencies or public disagreement to organization interest. Roper (2005) adds that in this concept, public relations practitioners choose to satisfy both sides rather than ignore one side in order to have long term relationship. Although the two-way symmetrical model often becomes more of a mixed-motive model in practice these two case studies will seek to demonstrate how positive outcomes can be achieved when companies create a two-way dialogue with activists (Dozier, Grunig, and Grunig 1995). Grunig, L., Grunig, J., and Dozier, D. (2002) Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries. 0000003791 00000 n In this particular case, stakeholders had raised a lot of criticism to the company about the conduct of its contractors. 0000001282 00000 n Communication is used to ensure that all the parties involved benefit. Public Relations: critical debates and contemporary practice, pp. Finally by applying these elements to each other, a case study can be created to The two-way symmetrical model of public relations as described in Grunig's Excellence Theory is focused primarily in making sure that decisions made by an organization are mutually beneficial between itself and its audiences. Through the Excellence Study, Grunig identified the two-way symmetrical model of communication as a means of managing conflicts and promoting reciprocated understanding with key publics, promoting a win-win, or mutually beneficial, solution. Last section will be the conclusion of this paper. By: Silvanus Alvin, Master Candidate from University of Leicester, United Kingdom. Public relations practitioners have to use their strategic communication skills in order to adjust the interest between two sides (Grunig, 2006) and they are forbidden to control how others think and behave (Grunig, 2006, p. 156).
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