Abstract: In the following research there is a prompt attempt an Interactive model or PR communication to be outlined. This model gives opportunity of in depth reflection over the peculiarities of targeted communication within the WEB 2.0 discourse. The model observes rhetorical PR as one of the many possible PR varieties while targeted communication is taking place. It is grounded on the balance between the communication sources, the message and the targeted audience. It is essential for the Interactive model of PR communication the influence of the medium to be taken into consideration while using each and every PR technique for the realization of effective targeted communication.
Key words: PR, rhetoric, rhetorical PR, rhetorical argumentation, WEB 2.0, Interactive advertising model, Interactive model of PR communication, communication power, rhetoric of the detail, Model of PR efficiency.
Rhetoric and Communications E-journal, Issue 13, July 2012, rhetoric.bg/, ISSN 1314-4464