How can you use two-way symmetrical communication to build better relationships?

1 What is two-way symmetrical communication?

Two-way symmetrical communication is a public relations model that emphasizes the importance of listening, feedback, and adjustment in communication. Unlike other models that focus on persuasion, manipulation, or one-way information, two-way symmetrical communication aims to create a win-win situation for both the organization and its stakeholders. It respects the interests, values, and opinions of both parties and seeks to find common ground and solutions.

2 Why is two-way symmetrical communication important?

Two-way symmetrical communication is important for several reasons. First, it helps you to build trust, credibility, and loyalty with your audiences. By listening to their needs, concerns, and expectations, you show that you care about them and value their input. By responding to their feedback, you demonstrate that you are willing to learn, improve, and change. By adjusting your actions, you prove that you are accountable, responsible, and transparent.

Second, it helps you to improve your reputation and image. By engaging in dialogue, you can address issues, clarify misunderstandings, and correct misinformation. By showing empathy, you can reduce conflicts, enhance cooperation, and foster goodwill. By seeking balance, you can avoid extreme positions, respect diversity, and promote harmony.

Third, it helps you to achieve your goals and objectives. By understanding your audiences, you can tailor your messages, strategies, and tactics to suit their preferences, motivations, and behaviors. By involving them in decision-making, you can gain their support, endorsement, and advocacy. By satisfying them, you can increase their satisfaction, retention, and loyalty.

3 How to use two-way symmetrical communication?

Using two-way symmetrical communication effectively requires some basic steps. To start, identify your key stakeholders and their characteristics, such as their wants, thoughts, feelings, and actions. Then, conduct research and analysis to understand their needs, concerns, and expectations. After that, develop messages, strategies, and tactics to address their interests, values, and opinions. Implement your communication plan and monitor its effectiveness; collect feedback and evaluate your communication outcomes; and adjust your communication based on the feedback and evaluation. This way, you can ensure that you are delivering your messages effectively to the right audiences while achieving your objectives.

4 Examples of two-way symmetrical communication

Two-way symmetrical communication can be applied to various public relations situations and scenarios, such as crisis communication, social media communication, and corporate social responsibility communication. For example, when a crisis occurs, you can use two-way symmetrical communication to manage the situation and restore your reputation. You should listen to your stakeholders and acknowledge their emotions, concerns, and questions. You should then respond to their feedback and provide accurate, timely, and consistent information. Additionally, when you use social media, you can use two-way symmetrical communication to engage with your online community and enhance your online presence. You should listen to your followers and monitor their comments, reviews, and mentions, responding to their feedback in a friendly, helpful, and respectful manner. Finally, when engaging in corporate social responsibility, you can use two-way symmetrical communication to align your values and actions with your stakeholders and society. Listen to your stakeholders to identify their expectations, needs, and aspirations before communicating your vision, mission, and goals in response. By adjusting your actions accordingly you can demonstrate your commitment, contribution, and impact.

5 Benefits of two-way symmetrical communication

Two-way symmetrical communication can bring many benefits to your organization and stakeholders, such as improving relationships and reputation, increasing performance and productivity, and fostering innovation and growth. With this approach, you can establish and maintain positive, long-term relationships with your stakeholders, as well as enhance your reputation and image. Additionally, communication effectiveness and efficiency can be improved, communication resources and budget can be optimized, and communication goals can be achieved more easily and successfully. Furthermore, two-way symmetrical communication can stimulate creativity and learning, discover new ideas, insights, and opportunities, and help you adapt to changing environments more quickly.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?