The research aimed to highlight public relations practices in the digital space. The study addressed the most important points of benefit from the components of the digital space to develop public relations activity and its absorption of modern forms of communication. The research reached important expectations that confirm the great and important role enjoyed by the digital space, which includes artificial intelligence, augmented reality, big data, and social networks. Together, these make a decisive change in the public relations sector, whose strategic communication methods are completely different from what they were before, with everything moving to the digital marketing space. The reputation of the organization or institution often depends on what happens online, in digital spaces, and its technical characteristics. This depends on training a team capable of it and keeping pace with its changing nature.
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BOUSNANE, R. (2025). Public Relations Practice in the Digital Space, Mechanisms and Challenges. Journal of Mass Communication Research "JMCR", 73(2), 783-810. doi: 10.21608/jsb.2024.330765.1827
MLA
ROKIA BOUSNANE. "Public Relations Practice in the Digital Space, Mechanisms and Challenges", Journal of Mass Communication Research "JMCR", 73, 2, 2025, 783-810. doi: 10.21608/jsb.2024.330765.1827
HARVARD
BOUSNANE, R. (2025). 'Public Relations Practice in the Digital Space, Mechanisms and Challenges', Journal of Mass Communication Research "JMCR", 73(2), pp. 783-810. doi: 10.21608/jsb.2024.330765.1827
VANCOUVER
BOUSNANE, R. Public Relations Practice in the Digital Space, Mechanisms and Challenges. Journal of Mass Communication Research "JMCR", 2025; 73(2): 783-810. doi: 10.21608/jsb.2024.330765.1827
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