Two-way symmetrical communication and interactivity on the web: a case study of two South African non-governmental organisations

Abstract

Practitioners who use the internet as part of their public relations efforts often still do not apply the interactive features to their fullest potential. This article is based on a study that aimed to address the void in public relations research as far as the application of new communication technology is concerned. The research focused on the interactive nature of the internet by applying the two-way symmetrical model of public relations to the websites of ten South African NGOs. This article deals with two of these NGOs and their use of the World Wide Web. It was confirmed that more than technical knowledge is required to manage a website successfully. Much more important is a sound understanding of the communication function within an organisation, especially with regard to public relations. Understanding and practising the two-way symmetrical model would in the long run be beneficial to the optimum use of an organisational website.