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Two-way communication is a process where two parties express and receive ideas. It can be face-to-face, via telephone, or written. In marketing, asymmetric communication is one-sided, while symmetrical communication is equal and allows for customer feedback.
Two-way communication is a process by which two people or groups are able to communicate with each other. This means that one person or group expresses an idea, which is received and understood by the other person or group. The recipient processes what has been said and returns a message which is then received by the initial speaker, allowing both parties in this process to communicate and understand each other. Two-way communication can also refer to a type of public relations process in which a business and another group exchange ideas.
The idea behind two-way communication is that there are two parties involved and each is able to express themselves and receive information from the other. This is in contrast to forms of communication in which only one party is able to express themselves, such as a radio or television broadcast. The ability of each party in this type of communication to come up with ideas and express them coherently is vital to this process. While forms of verbal expression are often important, non-verbal communication and additional feedback are typically used to ensure that each party accurately understands the other.
There are several ways people can engage in two-way communication, often through various devices or mediums. Face-to-face contact typically occurs when two or more people are gathered in the same space and can talk directly to each other. This allows for the widest range of communication possible, as verbal and non-verbal cues can typically be received. Using a telephone to facilitate two-way communication can be very effective, as it allows inflection and tone of voice to contribute to the meaning of a statement. Written letters and formats of expression, including emails and text messages, can be helpful, but they lack the subtlety and nuance often found in verbal exchanges.
In marketing or public relations (PR), there are two basic processes that are often referred to as “two-way communication”. Asymmetric communications occur between two parties, but one of them typically has more “power” or “control” over the process. This is typically a large company that does PR to communicate different ideas to the general public or specific markets.
Symmetrical two-way communication, on the other hand, occurs between two equal parties within the process. A company could use this type of process to allow customers to provide increased feedback which is then considered for improvements and changes to the business. This form of expression often allows the customer to feel empowered and have a greater sense of importance to the company with which they communicate.
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