Akademik Veri Yönetim Sistemi
International ASR Journal, cilt.100, 2012 (Scopus)
It has been inevitable for public relations to avoid the changes in the globalizing and technologically developing
world and adapt to them. Communication underlies public relations. It is one of the professions that is most
heavily influenced by all the developments in communication technologies. Thus, the profession had to adapt to
new communication technologies, while digitalization gradually drove selected media and target publics to
evolution accordingly. This study aims to trace the impact of digitalization in public relations as a profession in
Turkey. To that end, a literature review in light of technological developments in communication and
information technologies is conducted. Then, academicians from the field and practitioners, who currently work
with public relations agencies, are interviewed. Snowball sampling was the selected qualitative method for the
research design. The study concluded that the ways in which public relations activities are conducted differ
significantly from a decade ago with the development of technological tools, university curricula must be
updated in accordance with such developments, and new employment opportunities must be opened up to those,
who do not only possess theoretical knowledge but also technological know-how. The study attempts to shed
light on the changing trends in the profession from the eyes of both practitioners and academicians in the field as
well as the problems that arise from digitalization alongside suggested solutions by practitioners. It is also hoped
that this study