Business & Economics

benefits of two way communication

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BENEFITS OF TWO-WAY COMMUNICATION TWO-WAY COMMUNICATION DIGVIJOY DUTTA BBA-007 Two-way communication - uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s). Two-Way Communication in Public Relations There are different types of two-way communication in public relations; symmetric and asymmetric. Two-way asymmetric public relations... ã can also be called scientific persuasion; ã employs soc
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  BENEFITS OF   TWO-WAY   COMMUNICATION  TWO-WAY COMMUNICATION Two-way communication - uses communication to negotiate with publics, resolveconflict, and promote mutual understanding and respect between the organizationand its public(s). Two-Way Communication in Public Relations There are different types of two-way communication in public relations; symmetricand asymmetric. Two-way asymmetric public relations... ã can also be called scientific persuasion; ã employs social science methods to develop more persuasive communication;ã generally focuses on achieving short-term attitude change;ã incorporates lots of feedback from target audiences and publics;ã is used by an organization primarily interested in having its publics come aroundto its way of thinking rather changing the organization, its policies, or its views. Two-way symmetric public relations... ã relies on honest and open two-way communication and mutual give-and-takerather than one-way persuasion;ã focuses on mutual respect and efforts to achieve mutual understanding;ã emphasizes negotiation and a willingness to adapt and make compromises;ã requires organizations engaging in public relations to be willing to makesignificant adjustments in how they operate in order to accommodate their publics;ã seems to be used more by non-profit organizations, government agencies, andheavily regulated businesses such as public utilities than by competitive, profit-driven companies. Possible mass communication techniques,their advantages and disadvantages Technique Features   Advantages   Disadvantages     DIGVIJOY DUTTABBA-007  CommunityinterviewsFace-to-facemeetings Personal visits or phonecalls to local residents,elected officials, communitygroups, key official or groupleaders to announce a problem, provide background information, or answer questions.Provide backgroundinformation.Determine reactions before an issue goes public .Alert key people toissues that may affectthem. Two-waycommunicationtechnique.Requires time.Should becomplemented by other activities.Informal meetings  Meetings with individualgroups identified as havinga particular interest in this problem and/or facility.Allows two-wayinteraction betweencitizens and localofficials; officials canlearn how citizens viewthe problem. Thisactively promotes public participation. Two-waycommunicationtechnique.Should becomplemented by other activities.Requires time.Briefings Meetings with key state,local officials, people key tothe public involvement process to inform them of the status of a permitapplication or a solution tothe problem.Allow the public to raisequestions about anyaction prior to publicrelease of informationregarding that problem.Allows for the exchangeof information andconcern. Two-waycommunicationtechnique.Usually takes aday to plan andconduct.Although briefings can bean effective toolfor updating public, shouldalways becomplemented by other activities, such asinformalmeetings, newsconferences, andso on.Workshops Workshops are seminars or gatherings of small groupsTwo-way communicationtechnique. Provide moreIf only limitednumber of 
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