This book looks at the new interactive technologies which offer organizations the opportunity to establish a genuine dialogue with their users and examines how these services can embrace these new opportunities. A library or information service needs to engage with its key stakeholders or audiences if it is to serve them effectively. PR begins from the premise that this engagement needs to be a process of two-way communication. While the online environment provides an opportunity for any organization to truly engage with its stakeholders, few do so as well as they might.