Abstract
As digitalization continues to unleash upheaval, the role and responsibilities of PR agencies is undergoing a dramatic transformation and hence, require significant review. This study aims to deepen the understanding of the various digital outreach services provided by organizations while exploring the various threats that PR agencies face and the strategies that can effectively overcome those threats. The study used a survey research methodology covering a sample of 58 PR professionals from the Jaipur district of Rajasthan. Social media marketing, influencer marketing, and online media buying are the top three digital promotion services that PR agencies offer. The research shows that digitalization and reputation management are the biggest changes that PR is most likely to face over the next five years. Changing market demands, the speed and volume of information flow, and the digitalization of traditional media are the top threats to the changing landscape of PR. Employing the latest technology and developing team skills are the most effective strategies for overcoming identified threats. Collectively, these findings will help understand the PR agencies around the world, the evolving role of PR and, most importantly, how it remains an essential part in the arena of effective communication.
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