Public relations: Scope and Challenges in Digital Era

With the emergence of new media in 21st century communication industry has been revolutionized. Although digital or social media provides an advantage to reach the audience in minimum time but it is critical to draft a right message for this medium. Digital media has indeed changed the way of communication for public relation practitioners around the world. Now information is disseminated much quicker through the internet and mobile phones. In this digital era, it is imperative that public relation would need to adapt to technological advancement happening around the world and utilize this advancement as tools to effectively reach its audiences and achieve the communication objectives. To achieve public relation, it has become important for a PR practitioner to adapt to these new changes. The new technologies and methods of communication have made public relations a much more versatile and effective tool. New communication technologies allow inventive ways to accomplish a public relation campaign to build stronger association and trust between businesses and target consumers.