I think even though we communicators are always speaking about the first option, the most common is the second one. A genuine two way conversation can be dangerous if it creates expectatives that the corporation can't achieve...and, most of the time, your publics are not really interested in conversation. Would you spent a few minutes a day in a web to say what do you really want from a...i don't know, let's say a furniture shop? I would´t. Instead, I would expect them to give me exactly what I want, without having to waste my time telling them I think most people think more or less the same.