Two- Way communication in Public Relations

Public Relations enterprise is sustained by the effect of the two-way communication between the concerned parties. The way to an effective two-way communication between personal and group levels varied and can include the following:

1. Listening. Listening respectfully and attentive to what it is the wants, needs and concerns about the parties demonstrates respect for others point of view as well as selfhood.

2. Written correspondences with related publics are another important channel of communication that cannot be overlooked. This allows to build a personal and closer relationship with the parties.

3. Sharing is another tool in which one can develop two-way communication to establish a good relationship with (Frost, Lockhart & Marshal, 1995; Dougherty & Bonano, 1979). Sometimes in public relations you have to utilize the “give-and-take” technique; give assistance or support whenever and whatever it may be needed.