Pribadi, Yulius (2025) Peran Platform Digital dalam Aktivitas Public Relations. Caritas Pro Serviam, 50 (01). pp. 47-55. ISSN 1410 4547

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Abstract

Development of information technology has been revolutionizing communication organizations way with their public. Digital transformation has been becoming a strategic tool in public relations activities. This study aims to analyze digital platform role in public relations activities, identifying benefits, and strategies used by public relations practitioners in managing public relations through digital platforms. Using a descriptive qualitative approach and literature review from various book sources, results of this study indicate that social media plays a significant role in accelerating two-way communication process, building brand reputation, and reaching a wider and more interactive audience. However, use of social media also presents new challenges such as digital communication crises, and managing of rapidly changing public opinion.

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