DOI: 10.5176/2301-3710_JMComm15.8

Authors: Dr. Dan Eller

Abstract: Traditionally, public sector agencies communicate to their publics to inform and resolve conflicts. By using a review of the literature, this study describes broadening the role of public sector communications by moving beyond a traditional public affairs model to a more collaborative public relations model utilizing two-way symmetrical communications. Technology and social media in today’s society can be an asset to public agencies in terms of communications that allow for a collaborative model. Results of the study illustrate public sector agencies using two-way symmetrical communications can build stronger relationships with their publics that can benefit the agency and their publics in building and maintaining collaborative long-term relationships.

Keywords: collaboration, public relations, social media, two-way symmetrical communications


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