Report: Two-Way Symmetrical Communication in International PR Context

This report examines the application of two-way symmetrical communication within the context of an Australian public relations firm, Ogilvy, opening a branch in Shanghai, China. It analyzes the challenges and objectives related to implementing this communication model in a non-western culture, considering language and cultural differences. The report focuses on the importance of public relations, the demographics of the public, and the selection of speech as a medium for effective communication during a PR training day. It explores the ethical considerations of applying two-way communication and the importance of fostering mutual understanding between staff members from the Australian and Shanghai offices. The report references relevant literature to support its analysis of communication strategies, ethical considerations, and the practical application of Grunig's two-way communication model within an international context.

Running head: INTERNATIONAL PUBLIC RELATIONS
INTERNATIONAL PUBLIC RELATIONS
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Executive Summary
The main objectives of this report are to analyze whether the two-way communication is
applicable to the non-western cultures. The setting of this particular purpose is recently
opened Shanghai branch of an Australian Public Relations company. The speech based on
two symmetrical communications would be designed to encourage the discussion between
staff members at the Australian office and staff members from the Shanghai office at a joint
training day. The report will also analyze whether the models practiced in non-western
cultures would be ethical or not at the PR professionals training day. The report will also
focus on the public, medium and the importance of it with relevant literature reviews.

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Table of Contents
1. Introduction......................................................................................................................... 3
1.1 What is two-way symmetrical communication?.............................................................3
1.2 Public relation and PR professionals...............................................................................3
1.3 About the organization...................................................................................................3
2. Objectives.............................................................................................................................4
2.1 Objectives of the speech.................................................................................................4
3. Publics.................................................................................................................................. 5
3.1 Demographic of the public............................................................................................. 5
3.2 Role and responsibility of public.....................................................................................5
3.3 Relationship in between the public and the speech.......................................................5
4. Medium................................................................................................................................ 6
4.1 justification of the choice................................................................................................6
4.2 Style of speech................................................................................................................6
4.3 Angle of speech.............................................................................................................. 7
Conclusion................................................................................................................................ 8
References................................................................................................................................9

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1. Introduction
1.1 What is two-way symmetrical communication?
This model of communication explains a democratic guideline for the PR
professionals to follow. This concept can be either advantageous or harmful depending on the
situation. The idea is to create a mutually beneficial environment where the voice of everyone
is heard. When the communication process is one way a person may have the feeling of being
controlled which in turn makes him to another person or organization. This situation gives
rise to trust issues (Grunig, 2013).
1.2 Public relation and PR professionals
Public relations can be referred to as a marketing tool of a company to communicate a
specific message to the people who are related to the organization in order to establish and
maintain understanding relation. The public relation helps to build a mutual beneficial
relationship among organizations and their publics (Guth & Marsh, 2016
1.3 About the organization
The main purpose of this report is to analyze the communication challenges in an
Australian public relations company, which wants to open a branch in Shanghai, China. The
communication challenges would occur due to language and cultural differences. It has
relevance to the public for understanding the communication strategies in from western to
non-western countries. The Australia based PR company works in influencer management,
improvement and amplification of brands reputation and favorability.

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2. Objectives
2.1 Objectives of the speech
The main objectives of this report are as follows:
 To understand James Grunig’s two-way symmetrical communication model in the
context of non-western languages and cultures
 To analyze whether the two-way communication is applicable to the non-western
cultures. An Australian based relations company has recently opened a brand in
Shanghai and this can validate the purpose.
 To encourage the amalgamation of employees of both the cultures so that they unit to
understand and work towards the same goal
 To analyze whether the models practiced in non-western cultures would be ethical or
not at the PR professional’s training day
 To understand the advantages of two way communication and how it fulfills the
process of marketing in a positive manner
 To motivate and encourage the staff members of the organization
The Australia based PR Company Ogilvy Public relations; wants to open a branch in
Shanghai, China. The speech would discuss mainly about Grunig’s two-ways symmetrical
model of communication and its application in Shanghai branch. The culture and language
are different from Australia where the head office is situated. The speech also discusses the
ethical issue of this application in the non-western culture. Two way communications
completes the process as it ensures a feedback from the receiver (Kim et al., 2013).
Therefore, cultural differences in between the west and the east will not be a challenge in
implementing the process. The Ogilvy Public Relations Company has organized the training.

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This speech would encourage the PR professionals also that are associated with the
organization and the international PR association Conference.
3. Publics
3.1 Demographic of the public
In this association the people who are going to be present are a member of the organization
from top management. There are also going to be people who are hired for the company,
these are localities and are mostly young adults and adults as well. The age groups of people
who have gathered are in between 25-60. The total strength of the group is around 30 people.
Training has been arranged by the organization in association with the international PR
Association Conference and probably it is happening at the head office.
3.2 Role and responsibility of public
The public that has gathered in this training event are all international PR professionals and
hence communication is of key significance in the day to day operations of the job these
people are entitled to. As a communication professional they require proper training and skill
development in order to analyze identify and provide solution to the clients. Effectiveness
and reliability are two of the most important factors that is associated with PR and hence to
satisfy the requirements of the clients the professionals have to be ready. The public will be
aware of Grunig’s two ways symmetrical communication model and its possible application
in the non-western culture like Shanghai. The staff members will also understand the ethical
issues and implications of the two ways communication model.
3.3 Relationship in between the public and the speech
The speech has been chosen for this public in order to the organization has identified
the communication problem related to public relations in other cultures. The public are

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encouraged to interact among each other and conduct discussions so that a common solution
to some issue in the organization can be found.
4. Medium
4.1 justification of the choice
According to Hybels (2014), communication through speech is an effective method of
communication and it is a specific field of study that invites speakers from the professional
world to communicate in a way that are theoretical and includes the professional practice of
communication. However, speech could be an effective medium of communication as in this
case of its application. Speech encourages the listening faculty of the audiences and the
speaker could address directly and loudly for the issue to the audiences. The question, which
has been addressed in the training day, was a question for all. The speaker has answered for
the sake of all audiences by delivering speech.
4.2 Style of speech
The style of speech that has been adopted is interactive to keep the people engaged as
well as enlightened. According to Carbaugh (2013), speech is important in building
relationship through communication. However, speech in this context would be helpful in
successful human interaction. It also helps in understanding the diverse culture among the
people. Thus, speech is selected for communicate effectively with the audiences in the
training program. It helps to understand and communicate with the audiences that are from
different culture. Thus, speech would address to all and accept all the audiences with their
cultural differences.

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4.3 Angle of speech
The angle adopted by the speech is motivational, informative as well as encouraging.
Crowley & Heyer (2015), in their book discussed about the importance of speech in the
history till the modern time. In the context of the training program, the speech is helpful as it
carries historical forms of communication with it. As this helps in developing interpersonal
relationship, the speech is an effective communication tool that is employed to create the
interpersonal relationship among the participants of the training program.

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Conclusion
It can be concluded by stating that Grunig’s two ways symmetrical communication
has been discussed in the context of the Ogilvy Public Relations Company that wants to open
up a branch at Shanghai, China. The objectives and medium has been discussed in this report
widely. The report has also discussed the public for the speech. The report is mainly based on
the speech and its importance in the training program has been discussed with relevant
literature review.

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References
Carbaugh, D. (2013). Cultural communication and intercultural contact. Routledge.
Crowley, D., & Heyer, P. (2015). Communication in history: Technology, culture, society.
Routledge.
Grunig, J. E. (Ed.). (2013). Excellence in public relations and communication management.
Routledge.
Guth, D. W., & Marsh, C. (2016). Public relations: A values-driven approach. Pearson.
Hybels, S. (2014). Communicating effectively. McGraw-Hill Higher Education.
Kim, J. N., Hung-Baesecke, C. J. F., Yang, S. U., & Grunig, J. E. (2013). A strategic
management approach to reputation, relationships, and publics: The research heritage
of the excellence theory. The handbook of communication and corporate reputation,
197-212.