Еволюцията на PR в дигиталната ера
The Evolution of PR in the Digital Age

Author(s): Milena Ilieva-Momchilova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital age; evolution of PR; internet; new technologies; public relations; social media
Summary/Abstract: The implications of the digital age for public relations practitioners isthe main focus of this publication. The digital age is seen as a period characterized by asystematic transition from the industrial age to the age of information technology (IT).The main highlight of this change is the emergence of the Internet of Things (IoT)1,which heralds the rapid spread of information, rendering conventional means of informationtransfer seemingly obsolete at the dawn of the 21st century. The article is based onthe theory of technological determinism and aims to explore the impact of technology inthe practice of public relations. The publication examines the impact, change and role ofPR in the digital age, explains why PR practitioners prefer new media - the Internet andsocial networks, over conventional media and what necessitates the need for training andretraining of public relations experts.

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