Tweet

Communication isn’t a One-Way Street

Guest post by: Kathryn Kates

Article Overview: To be an effective communicator, it is important to realize that communication is a two-way interaction.

Communication isn’t a One-Way Street

In many organizations public relations and communications are used as interchangeable terms. The role of PR is to communicate on behalf of an organization with the various publics who have a stake in your organization. As we discussed earlier this week, the best way to create meaningful messages for these publics is to tailor the message to their interests. The reason we do this as communicators is as a means of engaging with our publics.

And then…

Once the message is conveyed, however, a communicator’s work is not finished. In order to continue engagement with the general public, a communicator must enter a dialogue with stakeholders, discussing issues and truly understanding one’s consumers. This idea isn’t new to public relations, and is demonstrated in a study by Jim Grunig from 1992. Grunig’s two-way symmetrical model states that effective PR is a two-way dialogue, with information being exchanged between communicator and public in both directions. This is often how public relations differentiates itself from advertising, which is decidedly one-way. The key difference is feedback.

Back Talk

The proliferation of Social Media has made feedback commonplace in the 21^st century. Individuals interact with each other online via chat rooms, “walls,” or blog comments. Even newspapers, the quintessential one-way medium, have adopted feedback mechanisms online. This adoption of “back talk” is an acceptance of the value in Grunig’s two-way model.

Public Relations is Relationships with the Public

Without feedback, public relations really isn’t relatable. PR isn’t selling, but at its purest is relationship building. Anyone who has built a successful relationship recognizes the importance of two-way communication, even if they don’t know a fancy name for it.

Why it’s important

It is important to realize that getting your message out there is only half the battle. To maintain that message, a good communicator will enter a discussion with the public. The best way to know what a public wants or needs is to get to know them.

Related Articles
  Communication Skills - What we need to be Aware of.
  Find out how to Communicate Effectivly
  Spam: You probably hate it but can you define it?
  What are the 3 biggest challenges faced by supply chain/purchasing professionals today? (Survey Result 15)
  How to avoid the platitudes and simple solutions
  9 Vital Principles of Communication
  How to Effectively Communicate with Your VA
  Communication and Sales Part One
  Article #14 Want To End Your Money Worries Forever?
  Bottom Line: This is Not the Bottom of the Financial Crisis
  Knowing Your Rights with the Media and Press
  Know Your Market: Sell Umbrellas When It's Raining
  Matt Cutts and the battle of SEO
  Impress People With Your Message!
  Why Improve Your Communication Skills?
  A Great Manager Is A Great Communicator
  Who do you believe?
  Swim Against the Tide
  The Art of Communication
  How Much Is Failing To Communicate Regularly With Your Existing Customers Costing You

Article Tags: effective communicator, interaction, pr, public relations, twoway communication



Related Forum Posts
New Office - Hi Kevin - I'm right on Yonge Street between 401 and Sheppard - For those not from Toronto, Yonge Street is our most well known street and our most well known highway. I'm also right on the subway which makes it a convenient location.
Re: Businesswomen in the news - Hey hey hey....Calm down. What you are forgetting and the press isnt taking into consideration the rise of entrepreneurship. Women arent leaving the workforce, they are starting their own workforces... A few years ago I was president of the Canadian Association of Women Executives. I got a call from Global National who wanted a comment on the fact that women were leaving corporate Canada in droves....and what did I think about it......was it the glass ceiling etc.. Well, its because women are flocking to entrepreneurship but ladies, that doesnt make the news. the media is looking for information that will prove their 'the economy is in a slump'.... It simply isnt true. There are more women starting and running their own businesses than we've ever seen. Dont forget that the media is out for the media and scare tactics and bad news gets the coverage.... J
Re: Old vs New Facebook - There isnt much difference from the oldand the new facebook except the interface.i think its a marketing strategy.no big deal.
Re: Essential Leadership skills - Vision Values Mission Strategic Thinking Decision Making Communication Team Bonding People Development Coaching / Mentoring / Guiding / Grooming Presentation Thanks Robert
What not to name your business - For about 15 years, a print magazine was published called Scarlet Street. Dealt with mystery, horror and science fiction movies, books, etc. Well..the publisher died, and his co-workers want to keep publishing a magazine in his honor. The pub's long-time companion doesn't want it to be Scarlet Street, so they've decided to call it.... Scarlet The Film Magazine And I think that's just about the worst name in the world! It doesn't say what the magazine is, or anything. Book store people will have a heck of a time figuring out where to place it on their magazine shelves. And... there's already a magazine called Scarlet, based out of the UK. A woman's magazine, which gets plenty of hits when one searches for it on Google. So any website they do is bound to get lost in the shuffle. I just think it's a terrible business decision all around.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Ten Things You Can Do To Be a Better Leader

Is the Media to blame for losses in super?

Google Panda and Your Search Engine Rankings

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.