Lyuboslava Mitkova, PhD Student
University of National and World Economy
https://doi.org/10.53656/voc23-451trad
Abstract. The purpose of this report is to analyze the transformations that have occurred in the field of public relations due to the introduction of digital technologies in the profession and to define the advantages and disadvantages of traditional and digital PR. The study focuses on the observation and analysis of the new phenomena in the field of public relations, in the aspect of the most common techniques and tools used by PR practitioners in their daily activities. The method used to collect information is an online survey conducted among public relations professionals. The results of the survey highlighted several elements of the profession that have undergone changes due to the rise of social media platforms.
First and foremost, the element of networks and information emerges, as social media allows practitioners to create and maintain strong relationships and contacts while helping them stay current with relevant trends. The second element that emerges is helping to build and maintain a reputation and a more positive public image - a key element of PR. Strategies related to building this reputation, along with the companies' values, are coming to the fore, using social media as an important platform to promote them. From another perspective, the company's reach and communication with the public through social media allows for a twoway conversation with the audience, along with facilitating the dissemination of
information and gaining greater visibility online.
The study succeeds in outlining the importance of social media while highlighting the limitations it faces as a tool.
Keywords: social media; public relations; digital communication; PR development
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