Ethics & the Public Relations Models: Two-Way Symmetrical Model

Finally, the two-way symmetrical model of public relations is considered the most sophisticated and ethical practice of public relations. This model focuses on dialogue that creates and sustains mutually beneficial relationships between an organization and its key stakeholders. This model attempts to minimize the potential imbalance of power between organizations and stakeholders found in the asymmetrical model of public relations and embraces a broader social responsibility perspective. As a result, the organization is not considered the primary beneficiary of public relations activity. Rather, stakeholders and society are both important considerations.

Curtin and Boynton noted that Kant’s categorical imperatives of equality, justice, and fairness guide many of the ethical decisions within this model. Kant believed that there were certain universal laws that all reasonable people must meet. These principles help guide professionals in the development and sustenance of mutually beneficial relationships. Utilitarianism is another ethical reasoning common to the two-way symmetrical model of public relations. Utilitarianism reasons that the most ethical decision is one that brings the greatest good for the greatest number of people. From this standpoint, the organization is often subservient to societal needs as public relations professionals seek the greatest good.

Dialogue is a central component of the two-way symmetrical model. This model supports continuous two-way communication between an organization and its stakeholders. Ethical literacy, however, must guide the dialogue to ensure ethical communication. Habermas’ theory of ethical discourse offers guidance in this area. He believed that ethical discourse cannot be dominated by one party, but must represent a give-and-take form of communication. Ethical discourse occurs when individuals treat one another with openness and respect. Habermas identified four criteria necessary for ethical discourse: the communication must be comprehensive; it must be true; it must be appropriate for the audience; and it must be sincere. Pearson built on Habermas’ theory and offered four additional conditions necessary for ethical public relations symmetrical discourse:

• There must be the opportunity for beginning and ending communicative interaction
• There must be the opportunity for suggesting topics and initiating topic changes
• There must be the ability to provide a response and to have that response treated as such
• There must be the ability to select channels of communication

Using these guides, professionals can ensure ethical, two-way communication. Unlike the asymmetrical model, the symmetrical model includes a larger societal focus. Communication is designed to include a myriad of voices in order to ascertain the most ethical action.

Many researchers believe, however, that the two-way symmetrical model represents an idealized practice of public relations. Kohlberg would agree. He believed most adults would never reach a societal focused ethical maturity displayed in this model. Yet, this level of ethical development is important to the ethical practice of public relations.