Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry

In an attempt to reconcile public relations research with a range of critical concerns, J. Grunig and colleagues have proposed a two-way symmetrical model that reformulates public relations as a more inclusive, balanced, and ethical practice. A contradiction exists, however, between two-way symmetrical theory and the asymmetrical research agenda it perpetuates: an agenda that continues to subsidize commercial and state communications at the expense of other segments of the population. To achieve real inclusion and balance in public relations, research must begin to address the public communications needs and constraints of previously excluded segments of the population