Technology has enabled brands to move away from a one-way message pushing process to two-way communication. This has created a greater choice of media channel for Public Relations (PR) practitioners, but has inevitably changed the way that they do business. Interactive PR offers organisations the opportunity to communicate directly with its publics without using the saturated mainstream publications. Interactive PR utilises the generation of relationships, while maintaining the significance of the spoken word.

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As one of the most popular communications tools, it is essential for Facebook to constantly update its features. The past year has shown many developments in the websites design and technology. The ‘Become a fan’ button became the ‘like’ button, while the structure of the profiles were also changed.

Facebook has now adapted its ‘pages’, which will allow brands to interact with its publics. The new layout and tools enable brands to take on a persona and engage in conversations with its target audience. The brand administration team will receive notifications when Facebook users make comments or ‘like’ statuses. There is a new navigation tool and the news feed can be filtered to only show content that the brand desires.


Last year Random House book publisher released their first interactive story on Stardoll, a teen network. Small parts of the story were released each day. The members of Stardoll were encouraged to vote on plot points and participate in competitions. The members were also able to buy items from the story to decorate the profile. Stardoll later charged organisations for advertising space, sponsorship, e-book formats and subscriptions.


Just a thought…could this be the future for interactivity?