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
