The Role of Public Relations in Modern Society

Abstract

This study investigates rapid advancement of the digital age, this industry has forced PR professionals to step into a new world where everything has shifted, with the mega brands being established on PR strategies that have now sprung up and dominated the market. A discussion of the tactical activities and responsibilities of PR in managing relational communication between organizations and their stakeholders, in successfully obtaining media coverage, and in developing the right impression of the brand during information warfare. With the growing prominence of digital tools in PR, the study highlights the earnests that PR professionals are faced with when implementing PR strategies and frames three key focuses of transparency, crisis communication, and social media integration as critical to success. Studies have proved that good PR is a vital factor for the organization’s effectiveness and that of its citizens, as well as political activism. Finally, three suggestions are given on how PR practices can be enhanced and ethical standards in the field can be boosted.

Keywords: Public Relations, Communications, Engagement Management, Relationships, Crisis and Media Relation