Interactivity and public relations on the web

Abstract

Interactivity is one of the most prominent features of the Internet, distinguishing it fromtraditional mass media such as newspapers or television. However, when discussing theconcept of interactivity, most people tend to think only about the bells and whistles onparticular web sites without considering interactivity as a theoretical concept. As thisaspect has such important implications for communication theory, in general, and forthe use of the Internet as a communication medium, it is essential for communicationscholars and all communication practitioners (including public relations practitioners)to understand the theoretical roots of interactivity. This would enable academics toapply interactivity as a theoretical concept to new media research and practitioners tomake better use of the Internet as a communication medium. This article explores theconcept of interactivity and makes a connection between interactivity and the applicationof the two-way symmetrical model of public relations to public relations on the web.