2025, Vol. 6, Issue 2, Part A
Transforming media relations: A qualitative study of public relations 4.0, digital tools, and professional skills
Author(s): Anmol Manisha
Abstract: This study investigates recent developments in public relations (PR), with a specific focus on thematic shifts and the evolving landscape of strategic media relations. Grounded in a qualitative descriptive methodology, the research synthesizes contemporary academic debates alongside in-depth interviews with PR practitioners across various sectors. The analysis explores how traditional PR practices have transitioned into digital paradigms characterized by the integration of artificial intelligence (AI), big data analytics, and interactive digital platforms, collectively shaping what is now termed PR 4.0. The findings reveal a significant transformation in media relations practices, where digital tools such as social media, live streaming, and online forums have transcended traditional methods like press releases and press conferences. These digital innovations foster real-time, interactive engagement, allowing organizations to respond swiftly to public sentiment and tailor communications to specific audiences. However, the study also underscores the continued relevance of foundational PR skills such as persuasive writing, relationship-building, and strategic storytelling which remain essential in sustaining credibility and fostering long-term stakeholder trust. Through thematic analysis, visual frameworks, and comparative tables, the paper illustrates the hybridization of traditional and digital media relations, highlighting the dynamic interplay between established communication methods and emerging technologies. Furthermore, the research identifies the critical competencies required for modern PR professionals, including digital content creation, data analytics, strategic crisis management, and cross-platform engagement skills. The study concludes by emphasizing the need for academic institutions and professional training programs to integrate digital literacy and data-driven decision-making into PR curricula. It offers actionable recommendations for practitioners and scholars, positioning strategic media relations and digital proficiency as essential components of effective public relations in an increasingly complex and digitized media ecosystem.
DOI: 10.22271/27084450.2025.v6.i2a.119
Pages: 34-39 | Views: 2237 | Downloads: 1739
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How to cite this article:
Anmol Manisha. Transforming media relations: A qualitative study of public relations 4.0, digital tools, and professional skills. International Journal of Advanced Mass Communication and Journalism. 2025; 6(2): 34-39. DOI: 10.22271/27084450.2025.v6.i2a.119
