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

The third model of public relations, the two-way asymmetrical model, advocates two-way persuasive communication. This model utilizes persuasive communication to influence the attitudes and actions of key stakeholders. Its two-way design supports a feedback loop to allow public relations practitioners to monitor the effectiveness of the persuasive communication. While the model includes an outward focus, the central concern is the organization and its interests. Like the press agentry model, the two-way asymmetrical model adheres to teleological ethical reasoning. As a result, the outcome is typically in the best interest of the organization. However, the feedback loop allows professionals to assess the associated benefits and costs to those external to the organization and make necessary ethical adjustments.

The two-way asymmetrical model highlights the conflict of loyalty common in public relations practice. Professionals are often divided in their loyalty to their organization and their loyalty to key stakeholders. The Golden Rule maxim offers a good guide for practitioners to balance this conflict of loyalties. This rule instructs professionals to act in a manner that they would expect from others. Public relations professionals can also use the “test of sincerity” when creating persuasive messages. The test of sincerity, much like the Golden Rule, says that professionals should use only persuasive methods and arguments that, if directed toward themselves, would seem legitimate.

Although resembling the press agentry model, the two-way asymmetrical model offers important ethical advantages. The model builds on the professional virtues found in the public information model and incorporates a feedback loop in the creation of its persuasive messages. The two-way communication provides a consideration for those beyond the organization that is absent from the press agentry model. Further, the model suggests that public relations professionals should consider the implications of their persuasive messages on others. Such a broadened focus illustrates the ethical development of public relations from a self-interest approach to one that incorporates a concern for others in its actions.