DIGITALIZATION AND THE EVOLUTION OF PUBLIC RELATIONS: STRATEGIES FOR FACING THE NEW COMMUNICATION ERA

Harya Solomasi Mendrofa; Salman Hasibuan; Mardumaria Pasaribu; Mustari Laia; Antonius Hermanto Laia

Harya Solomasi Mendrofa Sari Mutiara University of Indonesia
Salman Hasibuan Sari Mutiara University of Indonesia
Mardumaria Pasaribu Sari Mutiara University of Indonesia
Mustari Laia Sari Mutiara University of Indonesia
Antonius Hermanto Laia Sari Mutiara University of Indonesia

Keywords: Communication; Digital Transformation; Public Relations; Reputation Management; Social Media

Abstract

The rapid advancement of digital technology has significantly transformed the role and practices of Public Relations (PR), shifting communication from traditional one-way interactions to
more interactive, technology-driven engagement. Previous studies emphasize that digital communication, social media, and technological innovation have become essential in strengthening organizational reputation and stakeholder relationships (Putri & Yuliana, 2025; Septiyani, 2024; Alivia et al., 2024). This study aims to analyze the evolution of Public Relations in the digital era and identify effective communication strategies used to address contemporary communication challenges. A qualitative literature review approach was employed by examining relevant scholarly publications on digital communication and Public Relations. The findings indicate that digital platforms, social media, artificial intelligence, and data-driven communication have become strategic tools for enhancing organizational reputation and stakeholder engagement. Moreover, PR practitioners are increasingly expected to perform multiple roles as communicators, reputation managers, digital content creators, and crisis communication strategists. Despite these opportunities, organizations continue to face challenges such as misinformation, online reputation crises, and information overload. Therefore, adaptive communication strategies, digital competencies, and evidence-based decision making are essential for maintaining public trust and ensuring sustainable organizational communication in the digital era.