ABSTRACT
This chapter examines the quantitative research and measurement associated with Grunig’s (1976; Grunig & Hunt, 1984) two-way symmetrical model of public relations. Based on a review of relevant published literature and a critique of previous research, two proposed methodological advances are suggested. The chapter argues that to adequately measure and test symmetrical communication, a move away from regression-based, variable-oriented methodology to a relational-based methodology from both metric and nonmetric data approaches to measurement and research is needed. That is, most two-way public relations models follow “asymmetrical” rather than “symmetrical” models.
