PUBLIC RELATIONS IN THE DIGITAL AGE: IMPLICATIONS FOR NIGERIAN PUBLIC RELATIONS PRACTITIONER

Abstract

The implication of the digital age on Public Relations practitioners is the major focus for this work. It looked at the digital age as a period characterized by the systematic transitioning from the industrial age to the era of Information Technology (IT). The major highlight of this change is the advent of the Internet of Things (IoT) which heralded the rapid dissemination of information, making conventional means of information transfer seemingly antiquated at the dawn of the 21st century. This study was hinged on Technological Determinism theory, and sets out to examine the impact of technology in the practice of Public Relations. The study reviewed the traditional tools of Public Relations, the advent of the digital age, its impact on PR as a discipline and the practice or role of PR in the digital age. The primary data was generated using Focus Group Discussions which involved 20 public relations practitioners (R1-R20). The findings showed that the major assets of the digital age in relation to PR as a discipline are the internet and social media since the use of online PR is becoming common among practitioners. The study notes that most PR practitioners take preference to the new media over the conventional mass media. The study recommends the training and retraining of PR practitioners and upon employment, the practitioners should be exposed to the use and effects of misuse of social media