Two-Way Symmetrical Model

The two-way symmetrical communication model uses communication to negotiate with publics, resolve conflict and promote mutual understanding and respect between the organization and its publics. In this win-win model, the organization and their publics adjust to each other. A two-way symmetrical public relations plan relies on honest, open communication and requires that both sides be willing to adjust to the other. This model also requires mutual respect and efforts to achieve understanding on behalf of both parties. In general, two-way symmetrical communication is like a respectful, open conversation between the organization and its publics.

Project (RED) utilizes the two-way symmetrical model of communication in its social media campaign. The example that our group has chosen to illustrate the two-way symmetrical communication model is Project (RED)’s Twitter account.

Project (RED) and Twitter
@joinred is the (RED) campaign’s Twitter account. Twitter is a free social networking service that allows its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 characters in length. Twitter users share anything from twitpics (pictures) to interesting URLs and news stories. In some cases, Twitter users follow the updates of causes they believe in. Organizers have capitalized on this technology and some have started using Twitter as a real-time conversation between themselves and their publics to gain interesting and useful feedback about their audience. Project (RED) is no exception.

@joinred has 1,950 following and 1,972 followers. This nearly one-for-one ratio suggests that the Twitter account is an example of the two-way symmetrical model because the organizers are interested in starting a conversation to find out what their publics want. By following the users that follow them, @joinred organizers can gain a sense of the things that their users are interested in and use that information for future research and campaigning. Furthermore, @joinred organizers have started open conversations with their publics regarding the (RED) campaign and its future.

-Example: @joinred: “We’re curious…what other products or services do you think we should consider turning (RED)?” (March 26, 2009)

This example clearly shows that (RED) organizers are interested in involving their publics with strategy and marketing decisions, especially regarding Product (RED), the consumer side of the (RED) campaign. This example of using social media to follow the two-way symmetrical model of communication has proven integral thus far in the campaign and will undoubtedly continue to do so.

Written by Logan Juve