The Role of Digital Media in Shaping Public Relations: Developing Successful Online Communication Strategies for Enterprises

Abstract

This systematic literature review explores the transformative impact of digital media on public relations (PR) strategies, focusing on real-time engagement, corporate reputation management, transparency, authenticity, and the strategic use of data and analytics. The study aims to identify enterprises' opportunities and challenges in adapting to the evolving digital PR landscape. Using PRISMA guidelines, a rigorous analysis of peer-reviewed articles published between 2010 and 2024 was conducted, resulting in a final synthesis of 110 studies. The findings underscore the pivotal role of digital media in redefining PR practices, particularly in enabling real-time crisis management and fostering corporate reputation through social media platforms. Transparency and authenticity emerged as critical drivers of successful PR strategies, meeting the growing consumer demand for openness and trustworthiness in brand communication. Furthermore, the strategic application of data and analytics was identified as essential for optimizing communication efforts, although striking a balance between quantitative metrics and qualitative insights remains a challenge. This review highlights the dual nature of digital media as both an opportunity and a challenge, urging enterprises to adopt agile, transparent, and ethical communication strategies to strengthen stakeholder relationships. The study emphasizes the necessity for continuous adaptation to the rapidly changing digital communication environment, offering practical implications for enterprises seeking to enhance their PR effectiveness.