Алгоритмичните ПР кампании в дигиталната медийна среда
Algorithmic PR Campaigns in the Digital Media Landscape

Author(s): Stefani Yankova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: algorithmic campaigns; digital PR; social media; personalization; artificial intelligence
Summary/Abstract: The topic “Algorithmic PR Campaigns in the Digital Media Environment” examines the transformation of public relations in the context of digitalization and the increasing use of algorithmic technologies and artificial intelligence. With the development of social networks, platform media, data analysis systems, and other applications of artificial intelligence, the creation, distribution, and optimization of PR content are increasingly carried out through algorithms that analyze audiences, predict communication effects and crises, and automate communication processes and the daily routine tasks of specialists. The development of the topic focuses on the role of algorithms and AI tools, in which the planning, creation, and distribution of PR campaigns are already in the digital media ecosystem. I also examine the use of technologies for analyzing large data sets, automated content generation, audience targeting, and optimization of communication messages with the creation of PR campaigns in real time. This topic aims to analyze the characteristics and tools of algorithmic PR campaigns, as well as their impact on the contemporary media environment and communication practices. Through a theoretical overview and analysis of contemporary practices, the main trends in the development of algorithmically assisted communications and their role in the transformation of public relations in the digital age are outlined.

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