Challenges Of Public Relations Nowadays

The field of public relations (PR) has been undergoing major changes in recent years. First it was the advent of social media, the implementation of the PESO model and most recently the development of AI tools. This raises the question to what extent traditional PR tools are still relevant and have their place in the communication strategy of brands. The focus of the questionnaire survey was to find out the new challenges and trends that prevail in the field of PR nowadays. We focus on changes related to the emergence of social media, Generation Z, and artificial intelligence, or changes in the media environment. We explore how PR practitioners communicate with the media, and whether they are also using modern PR tools such as social media and influencer marketing. We are interested in how PR professionals feel about the importance of different PR tools, their hierarchical ranking in terms of relevance and effectiveness today.