Dialogue and two-way symmetrical communication in Public Relations theory and practice (original) (raw)

Abstract

Dialogue is often equated to "two-way symmetrical communication", and over the years the concept has been subsumed into the systems theory. Textbook authors make cursory references to "dialogue" and "conversation" while focusing mainly on achieving "symmetry" in the organisation-public relationship, suggesting that symmetry is the ideal state of public relations and that dialogue contributes to achieving this state. As a result they inadvertently perpetuate the myth that dialogue is not only the preferred mode of public relations practice but that it also leads to "agreement". Ironically, none—if any—provide practical guidelines as to how dialogue can be achieved. Scholars of dialogue often point out that dialogue requires not only a willingness to participate but also the suspension of control and focus on predetermined outcomes. In the practice of public relations, this appears to be an unrealistic goal to strive towards. As part o...

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