The two-way symmetrical model of public relations has long been seen in academic circles as the ‘holy grail’ of public relations best practice. This normative perspective of the public relations function was proposed by Grunig and Hunt (two of my all time favourite people) in their ‘4 models of public relations’ in 1984. When I learnt about these models I will admit that I was somewhat sceptical about how realistic the model of two-way symmetry was to put into practice in its purest form, especially at the time it was proposed. With the other three models steeped in public relations’ history it was hard to see the forth as anything else but an idealist perspective. However, although its formulation might have been premature, the emergence of social media in the last decade might have at last provided the historical context for its roots to grow.

Grunig and Hunt’s four models each link directly to different periods in public relations’ short but controversial history.

They are as follows:

Press Agentry – A model which is based on generating publicity by any means. Accuracy and credibility do not need to be exercised. . The press agentry model is firmly rooted to the early 19^th century when characters such as Phineas Barnum, a famous circus promoter, would stage weird and wonderful stunts to draw attention to his show.

Public Information – The name says it all; purely aimed at providing the public with accurate information in a very one-way asymmetrical fashion. The public information model comes from a period just after the press agentry model. It was a time when organisations started to get attacked by ‘muckracking’ journalists who tried to capitalise on anti-corporate sentiment. In defence, organisations released information to the public detailing their activities.

Two-Way Asymmetrical – Involves a basic two-way flow of communication between an organisation and its publics involving research and feedback. However, the aim is to influence the publics without changing the organisations objectives. This model was taken from 1920s when Edward Bernays, a nephew of Sigmund Freud, became the first practitioner to draw ideas from the social sciences and apply them to manipulating public opinion.

Two-Way Symmetrical – A continuous dialogue between an organisation and its publics with a view to create a mutually beneficial relationship. When proposed, this model was connected less to a period in time and more to a normative vision of how public relations should be practiced. Now, however, its period in time might have come.

The emergence of social media has not just facilitated the two-way symmetrical model but it has also made it essential that organisations practice communications in this way. As Brian Solis states in his blog PR 2.0, ‘the best communicators start as the best listeners’. Social media has brought with it an age where monologue has to give way to dialogue; Communication must be done ‘with’ people not ‘at’ people and the danger now lies in NOT engaging in the conversation rather than doing so.

No longer can organisations use excuses for not practicing their communications in a two-way symmetrical fashion. More importantly though, they can no longer afford to not do so.