Two-way communication –in simplest form, is a dialogue between sender and reviser. It allows for messages to be adapted to the situation and reaction of the receiver, and allows for a relationship to form, as opposed to one-way communication in which the sender is blind to timely reactions.

The importance of two-way communication comes in the form of a dialogue. With discourse of course comes information (feedback), which can serve as a guide during further discussions, decisions and can establish a positive tone and mutual respect. PR practitioners engage with an ever-changing, ever-connected, always-informed audience, and a two-way connection can ease a lot of technological growing pains and build strong brands and relationships.