Interactivity and public relations on the web

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