ABSTRACT
James E. Grunig's contributions of the four models of public relations practice predated the emergence of social media platforms by nearly three decades, yet his concept of symmetrical communication remains both relevant and timely in a rapidly expanding online environment. In this chapter, we trace how his work has influenced current scholarship in social media, discuss ties between symmetry and the evolving concept of interactivity, offer insights into how social media have impacted the practice of public relations, and provide examples of how a strategic mindset (or lack thereof) affects the outcomes of social media use.
