Public relations' practitioners view on public relations and digital media: a brief literature review

Abstract

This paper is aimed at both researchers and academics in the areas of management and communication, and brings together key findings from across the recent literature to enhance overall understanding of current and future challenges posed by new media to public relations. Based on literature, today companies and organisations are investing more in digital media and particularly in social media initiatives. Public relations practitioners support that the environment nowadays is extremely different to offline environments but in many aspects it is also very similar. It remains unclear whether current theoretical frameworks can fully accommodate new media in public relations strategies, and evidence suggests that many public relations practitioners are struggling with the impact of digital media on their practice. Possible challenges and opportunities for public relations and digital media are explored and directions for further research in this area are suggested.