Two-way symmetrical communication has been described as the best practice in
modern public relations. The advent of new media, specifically social media,
provides public relations practitioners with the opportunities of engaging in
effective two-way communication with their publics because of its interaction
potentials.The aim of this paper, therefore, was to propose and validate an
online interactivity model that explains how public relations (PR) practitioners
use social media for the promotion of two-way balanced communication with
their publics. Data were collected from 513 Nigerian PR practitioners through
systematic random sampling and were analyzed using Structural Equation
Modeling (SEM). The findings of the study suggested that the proposed and
validated online interactivity model explained 82% of practitioners use social
media for enhancing interaction with their publics.