PR 662 Lecture 41: MEASURING KNOWLEDGE OF TWO-WAY MODELS

• School: Ball State University
• Department: Public Relations
• Course: PR 662
• Professor: Dr. Lee

Document Summary

The task of helping management understand the public assumes the communicators have the understanding to share this. Measuring the public"s reaction to the organization"s actions is another communicators source of expertise. Negotiating with activist publics and using conflict resolution deals with detailed understanding of the public, which comes through strategic research. By persuading the public to the organizational stance of an issue, you can get them to act as the organization wants and manipulate them scientifically. Doing this allows communicators to practice a sophisticated form of pr and communication management. Symmetrical and asymmetrical communication uses different communication processes to get different types of outcomes. With symmetrical practices, communicators use theories and techniques of conflict resolution and negotiation to increase the understanding from the dominant coalition to the public. In asymmetrical practices, communicators use these to shape public attitude and behavior: attitude theory, persuasion, manipulation. Even though both models use two-way communication, two distinctly different worldviews are used.