The Importance Of Digital Channels In Strategic Commun？cation Management: A Qualitat？ve Research On D？g？tal Channel Use Of Public Relations Practitionners

Public Relations is a communication discipline that carries out strategic communication processes with the target groups in the name of image and reputation creation, preservation and empowerment of the organizations it represents. It has become compulsory to use the Internet in PR enabling organizations to reach all kinds of masses and even individuals very quickly, easily and economically and also creating mutual communication. The Internet and digital technologies have reduced the psychological distance between many organizations and their target audiences which have an important role in their success. The organizations have started to communicate with the target audiences through these digital channels to carry out their PR activities. The usage of these concepts in PR practice are investigated qualitatively by in-depth interviews with experts working in strategic communication departments of national and international institutions and PR agencies. Thus, “which digital channels are preferred by the practitioners related to the people in strategic communication activities” was technologies are faster than traditional methods in strategic communication management” have been tested. As a result of the study, it was determined that public relations practitioners use digital channels as well as traditional methods in their strategic communication activities, but this usage varies according to the target audience and strategy of the brands and therefore digital channels are not always preferred first