Институционалният ПР в България – промени и трансформации
Institutional PR in Bulgaria – Changes and Transformations

Summary/Abstract: In recent years, the digitalization of the media, the development of information technologies and social networks have imposed changes in the activities of institutional PR specialists in Bulgaria. The article is an attempt to outline the main changes in the transformation of PR practice in institutions in Bulgaria, as well as the advantages of Web 2.0 communication through social media. The scientific research methods used are general scientific methods – logical analysis and synthesis, induction, deduction and observation. The goal is to present the advantages of digital PR tools in the field of institutional PR and to prove that online communication tools can be effective communication for institutions with their audiences. It is concluded that institutions‘ PR specialists need to acquire new skills in the field of digital platform management in order to carry out effective online communication. In recent years, institutions in Bulgaria have registered a low level of trust among the public. At the same time, sociological surveys show that more and more Bulgarians prefer to get informed through social networks. Institutional PR specialists need new methods of communicating with their publics and reaching new audiences, which can be achieved by implementing new online communication mechanisms that provide two-way and interactive communication.

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