Interactive public relations, or interactive PR, is the use of Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations, blogging and social media marketing. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects. The term ‘interactive public relations’ implies two-way communication, between an organization and its publics. Internet methods have emerged as a quick and convenient way of speaking to the public, but are better characterized as digital public relations. Although dialogue is encouraged online, the feedback can be less than desired and/or incapable of reaching the intended audience.