Features of Interactive Public Relations: Using Web 2.0 to Establish a Two-Way Communication with the Consumers

Abstract: The emerge of contemporary technologies provides public relations specialists with new opportunities to reach the public and targeted audience regardless of the geography, time and space conditions, together with the opportunity to establish a real interactive dialogue and exchange of ideas. At the same time, there are hidden risks in interactive technologies which have to be taken into account and properly addressed. Various interactive tools from blogs and web pages to e-mails and social networks are new fields of opportunities and potential failures for public relations managers. Public relations has deep roots in religion, in politics, in education, and even in military strategy. It also has intellectual roots in disciplines such as psychology, sociology, political science, communication theory and anthropology. Its practical roots stem from disciplines such as advertising and market research, as well as to the work and experience of social activists, advocacy groups and community organizers.