Предизвикателства пред институционалния PR в дигиталната ера
Advantages and Challenges of Institutional PR in the Digital Age

Author(s): Svetozara Velichkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital PR; fake news; internet communication; public relations; social media
Summary/Abstract: The article is an attempt to present the advantages and challenges ofinstitutional PR in the digital age. In the second decade of the 21st century, with the development of the Internet environment and the digitization of the media, PR practice underwent its transformation institutional PR in particular. PR practitioners from institutionalPR have started using digital PR tools in their daily work. It turns out that digital PR has its advantages in socio-political communication, but there are also challenges forwhich PR practitioners must be prepared. Before the evolution of digital PR, institutional PR experts used the tools of traditional PR, including the press release, press conferences, and briefings. Now in the digital age, they have started creating content for social media profiles and broadcasting live press conferences. All these changes in PR practice in state institutions require PR experts to prepare and train.

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