PR дейности в дигиталната комуникация на бизнеса
PR Activities in Digital Business Communication

Author(s): Miroslava Tsenkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: PR activities; digital communication; digital toolkit; digitalization; digital PR model; business
Summary/Abstract: The accelerated introduction of digitalization in business has directed the attention of specialists to strengthening the online presence of organizations and intensifying activities in the electronic space. These efforts are key to building dialogue and interaction with audiences quickly and effectively. At the same time, the use of digital tools allows for more accurate and detailed tracking of opinions and comments on social networks, which in turn allows for a more accurate analysis of consumer attitudes and preferences, as well as for better getting to know the audiences. All this helps to build trust and shape long-term relationships with audiences in a highly competitive environment. The purpose of the publication is to outline the principles by which companies and their users share information and communicate with each other in the network. At the same time, the aim is to emphasize the importance of effective management of business PR activities, as well as to highlight the advantages and features of communication in the digital environment.

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