Uncertainty reduction theory (URT) suggests that uncertainty is a negative and unpleasant condition. This negativity motivates individuals, companies, and organizations to gather information in an attempt to reduce uncertainty (Berger 1975). Facebook is a social networking phenomenon that has permeated the entire world. Facebook allows users to collect information. The concept of Facebook as understood by its creators embodies the URT. Because it encourages users to reveal large amounts of personal information, this social media site is an excellent source of information that can be used to reduce uncertainty (Antheunis 2009). Organizations can use URT on Facebook to cultivate relationships with stakeholders. This practice can be supported by several public relations theories. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Implementing a strategy using URT and Facebook inherently adopts a form of two-way symmetric public relations across information gathering strategies. The URT suggests three basic ways to gather information; passive strategies, active strategies and interactive strategies (Berger 1975). As people gather information in an attempt to reduce uncertainty, interactive strategies lead to direct communication. As James Grunig noted in his 2006 article, Furnishing the Edifice: Ongoing Research on Public Relations as a Strategic Management Function, “public relations adds this value when it uses symmetric communication to develop and cultivate relationships with strategic audiences” (Grunig 2006 ). . URT and Facebook are the tools that public relations professionals use when engaging in symmetrical communication. The results are the relationships that develop. Technology advances at an alarming rate. Organizations that don't use multiple forms of media to communicate with their audiences will be left behind. “The use of technology is important in organization-public relations because organizations must rely on a variety of different means of communication to maintain relationships effectively and efficiently” (Hansen-Horn 2007 p52). Facebook is a social network on track to reach one billion users. Organizations using URT have a vehicle to manage relationships as well as being represented in the form of new media. The use of URT and Facebook would by definition be Integrated Marketing Communications (IMC). “IMC companies continually evaluate how they can make customers feel that they are openly initiating the communication exchange, while at the same time receiving from them the information necessary to build equity and presence in their brand” (Malcom 2008). The information provided on Facebook is made with the customer at the center. The message is tailored to the purpose of relationship management. Direct communication is one of the information collection phases in the URT. The message provided by the organization and the direct communication make this exchange an IMC. Using URT alongside Facebook involves a level of storytelling and branding. In The Essential Brand Persona: Storytelling and Branding by Stephen Herskovitz it states that “storytelling is essential to successful branding, as your brand is the sum of all the business behaviors and communications that inform your customers' experiences with the your product or company” (Herskovitz 2010 ). While people gather information in an attempt to reduce uncertainty, passive strategies lead to indirect communication in which they can self-monitor..