Published Paper Details:

Public Relations (PR) has undergone a profound transformation in the digital age, evolving from a primarily media-centric practice to an interactive, multidimensional communication strategy. Traditionally, PR revolved around carefully crafted messages disseminated through press releases, newspaper articles, broadcast media, and journalist relationships. These methods, while effective in building credibility and authority, often followed a one-way communication model where the public had limited opportunity to respond or engage with the message. The organization maintained control over its narrative, and any feedback or reaction came much later, often through formal channels like letters, editorials, or consumer feedback forms. In this model, the credibility of third-party media validation played a key role in shaping public opinion and trust. However, the rapid advancement of digital technologies, coupled with the proliferation of social media platforms, has shifted this model toward a two-way, real-time, and highly interactive engagement strategy. Digital PR has emerged as a dynamic evolution of traditional PR practices. It leverages the power of digital tools such as blogs, social networks, video-sharing platforms, influencer marketing, online press rooms, and search engine optimization (SEO) to communicate directly with audiences. This shift has been further accelerated by the evolving expectations of modern consumers, who now demand authenticity, transparency, and immediate responsiveness from brands and organizations. This research paper aims to explore this evolution in depth by comparing traditional and digital PR strategies across several key dimensions: trust, engagement, transparency, and influence on consumer behavior. Drawing upon established public relations theories, including Grunig and Hunt's Four Models of PR and Macnamara's framework of converged media, the paper places this transformation in a theoretical and historical context. Additionally, the study includes a quantitative analysis based on survey data collected from 61 respondents across different demographic categories. The survey sought to understand how today's audiences perceive, interact with, and are influenced by both traditional and digital PR formats. The findings indicate a significant shift in audience preference toward digital PR, with a strong majority finding it more engaging and interactive. Respondents cited real-time updates, the ability to comment and share, and the perceived authenticity of digital content as key reasons for this preference. However, traditional PR still holds relevance, particularly in areas requiring credibility, regulation, and formal communication--such as corporate disclosures, healthcare messaging, and political communication. The data also show that while digital PR is often seen as more transparent, it is not without its challenges. The fast-paced nature of digital media can lead to misinformation, cancel culture, and oversimplification of complex issues. Therefore, digital PR strategies must be carefully managed and continually adapted to maintain trust and relevance. This study argues for a hybrid model of public relations--an integrated communication approach that combines the structure and credibility of traditional media with the reach, speed, and interactivity of digital platforms. This integration is particularly vital in crisis communication, reputation management, and long-term brand building. Communication professionals must be equipped not only with traditional PR skills but also with expertise in digital content creation, audience analytics, social listening, and multimedia storytelling. By examining both academic literature and real-world data, this research provides a holistic understanding of how PR practices have adapted to the digital era. It offers actionable insights for PR practitioners, scholars, and business leaders seeking to navigate the changing media landscape. The paper concludes that the most effective public relations strategies today are those that prioritize audience connection, authenticity, and adaptability--creating a continuous dialogue between organizations and the public rather than a one-sided message delivery system. Ultimately, the evolution of PR reflects a broader shift in how society communicates. As audiences grow more empowered, informed, and participative, public relations must evolve into a relationship-building practice that is as much about listening and responding as it is about informing and persuading. This research contributes to the growing discourse on integrated PR strategies and serves as a resource for those aiming to bridge the gap between tradition and innovation in public communication.