Digital Transformation in Public Relations

Abstract

The aim of this study is to address the digital transformation in the field of public relations in all its dimensions, to discuss the positive and negative effects of digitalization on public relations practices, and to introduce public relations methods appropriate to new digital communication practices. In this context, the study will discuss both how traditional public relations practices benefit from digital spaces and tools, in other words the interaction between the traditional and the new, and how they differ from each other. It will be focused on how digitalization transforms the target audience of public relations practices and the communication practices of the target audience, and will address all aspects of digital spaces and tools and new public relations methods appropriate to the new needs of the new target audience.