The use of the internet by ten South African non-governmental organizations -: a public relations perspective

Practitioners using the internet in their public relations efforts often do not use the interactive features of the medium to their fullest potential. This article explores the interactive nature of the internet by applying the two-way symmetrical model of public relations to the web sites of 10 South African non-profit, non-governmental organizations (NGOs). The findings confirm that managing a web site successfully requires more than technical knowledge. Much more important is a sound understanding of communication within an organization, especially with regard to public relations. An understanding and practice of the two-way symmetrical model would optimize the communicative use of an organizational web site. (C) 2003 Elsevier Inc. All rights reserved.