BS in Journalism
The Internet has provided the world with vast communication capabilities, an exciting innovation for the world of public relations. An industry based on building mutual relationships through two-way communication, public relations has capitalized on the many forms of web-based communication. Blogs in particular lend themselves to supporting dialogue between an organization and its publics, which is the foundation of public relations. Although blogs are inherently interactive, there are a variety of supplementary tools able to increase blog interactivity and therefore the interaction between a company and its consumers. This paper explores the usage of interactive tools featured among the corporate blogs of ten consumer technology companies.