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The Evolution of PR and Communications in the Digital Age

In: Digital Marketing

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

The chapter explores the evolution of public relations (PR), highlighting significant changes from traditional media to the current 24/7 online world. PR now relies on digital tools and techniques, emphasizing real-time engagement with audiences. Key components of modern PR include managing communication, building reputations, and handling crises, all of which require understanding both traditional and digital strategies. The chapter differentiates PR from marketing, noting PR’s focus on reputation and stakeholder relationships versus marketing’s emphasis on promoting products. Online PR, incorporating social media, influencer outreach, and SEO, has become essential for engaging broader audiences and managing real-time interactions. Storytelling remains a crucial PR skill, adapted for digital platforms to maintain audience interest and trust. The functions of traditional PR, such as press relations and public affairs, have evolved to include digital methods like social media posts and influencer partnerships. The chapter also addresses managing negative word-of-mouth, emphasizing prompt, transparent responses to maintain a positive brand reputation. The key takeaways underscore the importance of integrating traditional and digital PR strategies, utilizing digital tools, and effectively managing communication and crises in the digital age.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "The Evolution of PR and Communications in the Digital Age," Springer Texts in Business and Economics, in: Digital Marketing, chapter 35, pages 365-372, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_35
    DOI: 10.1007/978-3-031-69518-6_35
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