Digital Public Relations: Efforts to Manage Interactions and Build Reputation

Abstract

The aim of this article is to understand the new dynamics in the relationship between organizations and their public in the context of digital public relations and to formulate effective strategies for digital public relations communication. The method used is a desk research approach, which is considered appropriate for the analysis and collection of online data information. The results show that digital public relations requires innovative skills in understanding interactions and encouraging active participation in responding to needs, quick response in determining effective public relations communication strategies in building a positive online reputation. The ability to create relevant quality messages, analyse data using information technology, and manage crisis communication are essential skills. Ethical behavior in establishing, maintaining, and improving positive relationships with the public is essential to building trust between the public and the institution. Optimizing the use of digital media by adhering to ethical guidelines will help institutions manage their reputation to enhance beneficial interaction relationships.