Assessing Public Relations Practice in the Digital Era

Abstract

Over the years, PR has been playing very important communication roles in society. However, with various studies indicating that social media and other emerging technologies are significantly impacting PR practice, the study was focused on assessing PR practice in the digital era. The study employed the qualitative research method to conduct the study. Resource persons of PR units of three organizations were interviewed for the study. The findings of the study indicate that there has been a shift from traditional ways of performing PR functions with the advent of the digital era. Also, the findings suggested that in order for PR practitioners to stay in touch with reality, they had to adapt to the use of digital tools for effectiveness and efficiency.