Practice of PR in a multicultural world

With growing number of industries adopting ‘equal opportunities’ to project themselves as secular and multi-culture tolerant the question of which model of public relations model, to suit the interests of all the stakeholders, arises. This concept builds a strong relationship as the phenomenon of multicultural co-existing in a single work place is stressed on. According to Donnalyn Pompper, failure to fully incorporate "ethnic diversity" in organizations hinders the ability to practice two-way symmetry.

However, condemning the two-way symmetrical model as only academic theory, Vasquez (1996) described that the two-way symmetrical model conceptualizes public relations as a negotiation situation in which parties hold or perceive they hold compatible, goals. In other words, the compatible goal is a shared mission of social progress.

These above two concepts can be better understood when taking in to account the area of conflict resolution in public relations. It explains that symmetry in public relations really is about balancing the interests of organizations and publics, of balancing advocacy and accommodation (Cameron et al.,). As future public relations practitioners, the core idea to be remembered is that now public relations has truly developed in to building relationships and reconstruction of older models of communication is of utmost necessary.