Two-Way Symmetrical Model

A public relations model in which collaboration is identified as a primary goal was introduced over 25 years ago. Called a two-way symmetrical model, it was the creation of two communication scholars named James Grunig and Todd Hunt. Many practitioners embraced the premise of this model because it represented public relations in its best light: encouraging collegiality and publics to work together for a common purpose. Prior to the introduction of this model, public relations had largely been viewed as a practice designed to persuade. In this regard, the public relations pioneer Edward Bernays viewed it as "engineering consent."


Over the past 25 years scholars and practitioners have continued largely singing the praises of the Grunig-Hunt model and using it to defend the benefits that public relations, at its best, brings to society. After all, they have said, how bad can any practice that promotes genuine harmony be? Exactly. At the same time, however, there is also the matter of reality. Over the past 25 years, the two-way symmetrical model has been the least-practiced style of public relations. Instead, the style that attempts to persuade or motivate others into taking positions or actions they would not previously have taken continues to dominate by far. How could it not? Organizations do not hire public relations practitioners to represent both sides of an issue. Instead, they want a competent professional who will be a creative advocate for them.

Is there, then, a place for the two-way symmetrical model? My attitude is "yes," but that needs to be qualified. If the fundamental purpose of public relations is to build and maintain relations between different publics, then the question arises what is the best way to achieve that? The first step has to fall under the umbrella of persuasion. One public or group of people will not align themselves with another group unless they recognize that group to be of good standing. That will not occur until some persuasive measures are conducted. After that, if things go well, then the two publics are more inclined to become partners. First comes persuasion and then comes partnership. The two-way symmetrical model remains viable. The trick is knowing when to implement it.