Advance Search

Interactivity and public relations on the web: a theoretical analysis

a theoretical analysis

Annelie Naudé
North-West University
Johannes Froneman
North-West University
Roy A. Atwood
New Saint Andrews College
Keywords:
Copyright and Licensing:
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

Interactivity and public relations on the web: a theoretical analysis. (2022). Communicare: Journal for Communication Studies in Africa, 23(1), 33-53. https://doi.org/10.36615/jcsa.v23i1.1781
Crossref
Scopus
Google Scholar
Europe PMC
  • Articles
  • Submited: October 21, 2022
  • Published: October 24, 2022

Abstract

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.

pdf
pdf

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. ANDERSON, C. 1995. Computer as audience. (In Forrest, E. & Mizerski, R., eds. Interactive marketing: The future present. Chicago : NTC Business Books. p. 149-162.)
  2. ASHCROFT, L. & HOEY, C. 2001. PR, marketing and the Internet: implications for information professionals. Library Management, 22(1/2):68-74.
  3. https://doi.org/10.1108/01435120110358952 DOI: https://doi.org/10.1108/01435120110358952
  4. BOEHLKE, W. 1996. Clock ticks faster in "Internet time". PR Tactics, November:18-19.
  5. CALLISON, C. 2003. Media relations and the Internet: how Fortune 500 company web sites assist journalists in news gathering. Public Relations Review, 29(1):29-41.
  6. https://doi.org/10.1016/S0363-8111(02)00196-0 DOI: https://doi.org/10.1016/S0363-8111(02)00196-0
  7. CAREY, J.W. 1989. Communication as culture: Essays on media and society. Boston : Unwin Hyman.
  8. COHEN, E. 1997. Conducting an online public affairs campaign. PR Tactics, November:13-15.
  9. COOLEY, T. 1999. Interactive communication - Public relations on the Web. Public Relations Quarterly, 44(2):41-42, Summer.
  10. ELLIOT, C.M. 1997. Activism on the Internet and its ramifications for public relations. Unpublished master's dissertation. College Park : University of Maryland.
  11. ESROCK, S.L. & LEICHTY, G.B. 1999. Corporate World Wide Web pages: Serving the news media and other publics. Journalism & Mass Communication Quarterly, 76(3):456-467, Autumn.
  12. https://doi.org/10.1177/107769909907600304 DOI: https://doi.org/10.1177/107769909907600304
  13. FISHBURNE, L. & MONTGOMERY, D. 1995. Customer service and interactivity: The ongoing conversation. (In Forrest, E. & Mizerski, R., eds. Interactive marketing: The future present. Chicago : NTC Business Books. p. 283-299.)
  14. FREITAG, A.R. 1999. Dit dit dit - dash dash dash - dit dit dit: SOS for PR orthodoxy? Public Relations Quarterly, 44(4):36-40, Winter.
  15. GHOSE, S. & DOU, W. 1998. Interactive functions and their impacts on the appeal of Internet Presence Sites. Journal of Advertising Research, 38(2):29-43, March/April.
  16. GRUNIG, J.E. & GRUNIG, L.A. 1992. Models of public relations and communication. (In Grunig, J.E., ed. Excellence in public relations and communication management. Hillsdale : Lawrence Erlbaum. p.285-325).
  17. GRUNIG, J.E. & HUNT, T. 1984. Managing public relations. New York : Holt, Rinehart & Winston.
  18. GRUNIG, J.E. 1992. What is excellence in management? (In Grunig, J.E., ed. Excellence in public relations and communication management. Hillsdale : Lawrence Erlbaum. p. 219-249.)
  19. HA, L. & JAMES, E.L. 1998. Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting & Electronic Media, 42(4):457-474.
  20. https://doi.org/10.1080/08838159809364462 DOI: https://doi.org/10.1080/08838159809364462
  21. HABERMAS, J. 1984. The theory of communicative action. Volume one. Reason and the rationalization of society. Boston : Beacon.
  22. HARDEN, L. 1996. Web site marketing - PR for a PR tool. PR Tactics, December:12.
  23. JOHNSON, M.A. 1997. Public relations and technology: Practitioner perspectives. Journal of Public Relations Research, 9(3):213-236.
  24. https://doi.org/10.1207/s1532754xjprr0903_02 DOI: https://doi.org/10.1207/s1532754xjprr0903_02
  25. KARLBERG, M. 1996. Remembering the public in public relations research: From theoretical to operational symmetry. Journal of Public Relations Research, 8(4):263-278.
  26. https://doi.org/10.1207/s1532754xjprr0804_03 DOI: https://doi.org/10.1207/s1532754xjprr0804_03
  27. KENT, M.L. & TAYLOR, M. 1998. Building dialogic relationships through the World Wide Web. Public Relations Review, 24(3):321-334.
  28. https://doi.org/10.1016/S0363-8111(99)80143-X DOI: https://doi.org/10.1016/S0363-8111(99)80143-X
  29. KENT, M.L. 1998. Does your web site attract or repel customers? Three tests of web site effectiveness. Public Relations Quarterly, 43(4):31-33.
  30. KENT, M.L., TAYLOR, M. & WHITE, W.J. 2003. The relationship between web site design and organisational responsiveness to stakeholders. Public Relations Review, 29(1):63-77.
  31. https://doi.org/10.1016/S0363-8111(02)00194-7 DOI: https://doi.org/10.1016/S0363-8111(02)00194-7
  32. MCQUAIL, D. 1997. Audience analysis. Thousand Oaks : Sage.
  33. https://doi.org/10.4135/9781452233406 DOI: https://doi.org/10.4135/9781452233406
  34. NAUDé, A.M.E. 2001. Interactive public relations: The WWW and South African NGOs. Unpublished PhD thesis. Potchefstroom : Potchefstroom University for Christian Higher Education.
  35. NAUDé, A.M.E., FRONEMAN, J.D. & ATWOOD, R.A. 2003. Two-way symmetrical communication and interactivity on the web: A case study of two South African NGOs. Acta Academica, 35(1):66-94.
  36. NAUDé, A.M.E., FRONEMAN, J.D. & ATWOOD, R.A. 2004. The use of the Internet by ten South African NGOs- a public relations perspective. Public Relations Review, (30)1: 87-94.
  37. https://doi.org/10.1016/j.pubrev.2003.11.008 DOI: https://doi.org/10.1016/j.pubrev.2003.11.008
  38. PAVLIK, J.V. 1996. New media technology: Cultural and commercial perspectives. Boston : Allyn & Bacon.
  39. PEARSON, R. 1989. Business ethics as communication ethics: Public relations practice and the idea of dialogue. (In Botan, C.H. & Hazleton, V., eds. Public relations theory. Hillsdale : Lawrence Erlbaum. p. 111-131.)
  40. https://doi.org/10.4324/9780203812860-7 DOI: https://doi.org/10.4324/9780203812860-7
  41. PEPPERS, D. & ROGERS, M. 1995. One-to-one media in the interactive future: Building dialogues and learning relationships with individual customers. (In Forrest, E. & Mizerski, R., eds. Interactive marketing: The future present. Chicago : NTC Business Books. p. 113-134.)
  42. PIZZO, C. 1995. What the Internet means to the future of PR. PR Tactics, December:22-23.
  43. RAFAILI, S. 1988. Interactivity: From new media to communication. (In Hawkins, R.P., Wiemann, J.M. & Pingree, S., eds. Advancing communication science: Merging mass and interpersonal processes. Newbury Park : Sage. p. 110-134.)
  44. RYAN, M. 2003. Public relations and the web: organizational problems, gender, and institution type. Public Relations Review, 29(3):335-349.
  45. https://doi.org/10.1016/S0363-8111(03)00040-7 DOI: https://doi.org/10.1016/S0363-8111(03)00040-7
  46. SCHIKINGER, P. 1998. Electronic investor relations: Can new media close the symmetry gap? Unpublished master's dissertation. College Park: University of Maryland.
  47. SCHULTZ, T. 2000. Mass media and the concept of interactivity: An exploratory study of online forums and reader email. Media, Culture & Society, 22(2):205-221, March.
  48. https://doi.org/10.1177/016344300022002005 DOI: https://doi.org/10.1177/016344300022002005
  49. SPALTER, M. 1995. Maintaining a customer focus in an interactive age: The seven I's to success. (In Forrest, E. & Mizerski, R., eds. Interactive marketing: The future present. Chicago : NTC Business Books. p. 163-187.)
  50. STEURE, J. 1992. Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4):73-93, Autumn.
  51. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x DOI: https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
  52. STEWART, J. 1978. Foundations of dialogic communication. The Quarterly Journal of Speech, 64(2):183-201, April.
  53. https://doi.org/10.1080/00335637809383424 DOI: https://doi.org/10.1080/00335637809383424
  54. STONE, M.L. 1999. The online pitch: PR profits from online revolution. Editor & Publisher, 13:26-29.
  55. WEBER, L. 1996. Internet rewrites rules of public relations game. PR Tactics, November:20.
  56. WHITE, C. & RAMAN, N. 1999. The World Wide Web as a public relations tool: The use of research, planning and evaluation in web site development. Public Relations Review, 25(4):405-419.
  57. https://doi.org/10.1016/S0363-8111(99)00027-2 DOI: https://doi.org/10.1016/S0363-8111(99)00027-2
How to Cite
Interactivity and public relations on the web: a theoretical analysis. (2022). Communicare: Journal for Communication Studies in Africa, 23(1), 33-53. https://doi.org/10.36615/jcsa.v23i1.1781

Send mail to Author

Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate