Developing Public Relations 2.0: Practitioners’ perceptions on the implementation of interactive communication strategies

Abstract

This study employs a qualitative Delphi panel to explore the perceptions of interactive agency executives on the adoption of online interactivity within the communication practices of companies of all trades in one of the biggest European media markets (Spain). The results highlight the serious challenges these practices pose to organizations and identify internal and external factors that affect the decision-making process. The study argues that actors’ definitions of interactivity are crucial in shaping Public Relations 2.0.